Be careful what you wish for. Cher found out when she asked Uber Eats to take her back to the ‘80s. She was burned at the stake. Now The Kid Laroi has asked to become The Man Laroi. It doesn’t go well. The homegrown GRAMMY-nominated, multi-platinum global superstar becomes an ageing has-been who can’t keep up with his superstar lifestyle, in a new instalment of Uber Eats’ Get Almost, Almost Anything campaign via Special.
The Kid Laroi’s tragic transformation, directed by 3&7’s Steve Ayson, reminds Aussies that Uber Eats can deliver more than their favourite takeaway. From mouse traps and pet supplies to face masks and stationery, in fact, but not premature ageing.
Enhancing the humour is The Kid LAROI’s hit, Baby, I’m Back as the campaign soundtrack.
The 60-second hero commercial is supported by 30-second cutdowns and 15-second clips.
Peter Defries and Alan Wilson, regional group creative directors, Special, stated, “Year after year, Uber’s Get Almost Almost Anything platform keeps pushing its ‘be careful what you wish for’ humour further. This time, the challenge was evolving it through a distinctly Aussie lens. That’s what made The Kid LAROI such a perfect fit: Australian to the core, and someone who didn’t just get the dark humour, but fully committed to it… even if it meant breaking a hip on stage.”
Uber’s ANZ head of marketing, Nicole Bardsley, added, “Get Almost, Almost Anything has become one of our most distinctive brand platforms, and this latest chapter pushes it further through humour and cultural relevance. The Kid LAROI brings an unmistakable energy to the story, helping us highlight the breadth of Uber Eats in a way that’s entertaining and memorable.”
The campaign is running run across TV, BVOD, OLV, YouTube, Meta, Snapchat, TikTok and digital audio.
Credits:
Client: Uber Eats
Senior Director, Head of International Marketing, APAC, EMEA, LATAM: Lucinda Barlow
Head of Marketing, ANZ: Nicole Bardsley
Brand Marketing Manager: Holly Dover
Global Head of Creative & Brand: Danielle Hawley
Global Creative Director, APAC: Adam Ledbury
Communications Manager ANZ: Joshua O’Connor
Media Lead, ANZ & Taiwan: Rob Maddison
Head of International Marketing Strategy: Josh Pickstone
Legal: Cameron Loughlin, Jessica Shao
Social Media Manager, ANZ: Haley Evirgen
Creative Agency: Special
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Regional Group Creative Directors: Peter Defries & Alan Wilson
Lead Creatives: Lauren Regolini, Locki Choi, Garret Fitzgerald
Managing Director: Lauren Portelli
Team Lead: Laura Little
Senior Business Director: Charlie Keeble & Will Payne
Business Managers: Annabel Malouf & Wendy Hoang
Regional Executive Strategy Director: Celia Garforth
Strategy Director: Henry Bilson, Kellie Box
National Head of Production: Tash Johnson
Senior Producer: Christina Wilmot
Senior Integrated Producer: Alyce Guy
Production Assistant: Ada Tuna
Head of Design: Adam Shear
Designer: Cameron Morris
Production Company: 3&7
Director: Steve Ayson
DOP: Sam Chiplin
Producer: Allison Lockwood
1st AD: Emma Schofield
Art Director: Ruby Mathers
Makeup & Hair Stylist: Mat Hornby
Prosthetics: Damian Martin, Mariel McClorey, Charlotte Johansen @ Odd Studios
Casting: Natalie Jane Harvie @ Citizen Jane Casting
Post-Production: ARC
Editor: Jack Hutchings
Executive Producer – Daniel Bradford-Fry
Senior Producer: Sally Quade
VFX: BLOCKHEAD VFX
Creative Director: Nigel Mortimer
VFX Supervisor: Stefan Coory
Executive Producer: Charlotte Plowman
Senior Producers: Rachael Trillo & Laura Noonan
Audio Post Production: Rumble Studios
Sound Design & Mix: Tone Aston, Daniel William, Dexter Cave
Executive Creative Producer: Michael Gie
Audio Producer: Irene Kakopieros
Music: Baby I’m Back, The Kid LAROI
Music & Talent Licensing: Mayflower Entertainment
Social Production:
Director: Charles Grant
Producer: Steph Wilkinson
Production Manager: Ada Tuna
Social Edit: Monolux
1st AC: Darren Mak
Digi Op: Matty Patek
Gaffer: Mirco Guidon
Sound: Dylan Frost
Props Stylist: Cloe Jouin
Media Agency: EssenceMediacom
Retail Agency: RX
Talent Management: Mayflower Entertainment
For further information or to arrange an interview, please contact:
Katy Denis
E: katy@extollo.com.au
M: 0414 388 879
Special & Uber Eats: The Kid Laroi becomes The Man Laroi
Be careful what you wish for. Cher found out when she asked Uber Eats to take her back to the ‘80s. She was burned at the stake. Now The Kid Laroi has asked to become The Man Laroi. It doesn’t go well. The homegrown GRAMMY-nominated, multi-platinum global superstar becomes an ageing has-been, who can’t keep up with his superstar lifestyle, in a new instalment of Uber Eats’ Get Almost, Almost Anything campaign via Special.
The Kid Laroi’s tragic transformation, directed by 3&7’s Steve Ayson, reminds Aussies that Uber Eats can deliver more than their favourite takeaway. From mouse traps and pet supplies to face masks and stationery, in fact, but not premature ageing.
The 60-second hero film opens on a boardroom scene where The Kid LAROI’s record label executives are brainstorming a “more adult” image for their star. After being shushed because “the grown-ups are talking”, a frustrated Kid takes matters into his own hands, using Uber Eats to order a new name so he’s no longer seen as “the Kid” and finally gets the respect he craves. He gets his wish. Uber eats delivers him a change-of-name certificate for The Man LAROI and he becomes an “adult”. Great, at first – but the ageing process continues. The Man rapidly ages into his 90s while still attempting to live the same superstar life. Everything quickly unravels – from hair loss and nodding off in the studio, to breaking a hip on stage, and finally being dropped by his label for no longer fitting their demographic.
With The Kid LAROI’s hit, Baby, I’m Back as the campaign soundtrack, Uber Eats ultimately delivers what he really needs – not a new name this time, but New York Cheesecake, as a once again youthful The Kid LAROI relaxes at home.
The 60-second hero commercial is supported by 30-second cutdowns and 15-second clips.
Peter Defries and Alan Wilson, regional group creative directors, Special, stated, “Year after year, Uber’s Get Almost Almost Anything platform keeps pushing its ‘be careful what you wish for’ humour further. This time, the challenge was evolving it through a distinctly Aussie lens. That’s what made The Kid LAROI such a perfect fit: Australian to the core, and someone who didn’t just get the dark humour, but fully committed to it… even if it meant breaking a hip on stage.”
Uber’s ANZ head of marketing, Nicole Bardsley, added, “Get Almost, Almost Anything has become one of our most distinctive brand platforms, and this latest chapter pushes it further through humour and cultural relevance. The Kid LAROI brings an unmistakable energy to the story, helping us highlight the breadth of Uber Eats in a way that’s entertaining and memorable.”
The campaign is running run across TV, BVOD, OLV, YouTube, Meta, Snapchat, TikTok and digital audio.
Credits:
Client: Uber Eats
Senior Director, Head of International Marketing, APAC, EMEA, LATAM: Lucinda Barlow
Head of Marketing, ANZ: Nicole Bardsley
Brand Marketing Manager: Holly Dover
Global Head of Creative & Brand: Danielle Hawley
Global Creative Director, APAC: Adam Ledbury
Communications Manager ANZ: Joshua O’Connor
Media Lead, ANZ & Taiwan: Rob Maddison
Head of International Marketing Strategy: Josh Pickstone
Legal: Cameron Loughlin, Jessica Shao
Social Media Manager, ANZ: Haley Evirgen
Creative Agency: Special
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Regional Group Creative Directors: Peter Defries & Alan Wilson
Lead Creatives: Lauren Regolini, Locki Choi, Garret Fitzgerald
Managing Director: Lauren Portelli
Team Lead: Laura Little
Senior Business Director: Charlie Keeble & Will Payne
Business Managers: Annabel Malouf & Wendy Hoang
Regional Executive Strategy Director: Celia Garforth
Strategy Director: Henry Bilson, Kellie Box
National Head of Production: Tash Johnson
Senior Producer: Christina Wilmot
Senior Integrated Producer: Alyce Guy
Production Assistant: Ada Tuna
Head of Design: Adam Shear
Designer: Cameron Morris
Production Company: 3&7
Director: Steve Ayson
DOP: Sam Chiplin
Producer: Allison Lockwood
1st AD: Emma Schofield
Art Director: Ruby Mathers
Makeup & Hair Stylist: Mat Hornby
Prosthetics: Damian Martin, Mariel McClorey, Charlotte Johansen @ Odd Studios
Casting: Natalie Jane Harvie @ Citizen Jane Casting
Post-Production: ARC
Editor: Jack Hutchings
Executive Producer – Daniel Bradford-Fry
Senior Producer: Sally Quade
VFX: BLOCKHEAD VFX
Creative Director: Nigel Mortimer
VFX Supervisor: Stefan Coory
Executive Producer: Charlotte Plowman
Senior Producers: Rachael Trillo & Laura Noonan
Audio Post Production: Rumble Studios
Sound Design & Mix: Tone Aston, Daniel William, Dexter Cave
Executive Creative Producer: Michael Gie
Audio Producer: Irene Kakopieros
Music: Baby I’m Back, The Kid LAROI
Music & Talent Licensing: Mayflower Entertainment
Social Production:
Director: Charles Grant
Producer: Steph Wilkinson
Production Manager: Ada Tuna
Social Edit: Monolux
1st AC: Darren Mak
Digi Op: Matty Patek
Gaffer: Mirco Guidon
Sound: Dylan Frost
Props Stylist: Cloe Jouin
Media Agency: EssenceMediacom
Retail Agency: RX
Talent Management: Mayflower Entertainment
