Special Group’s Uber Eats campaign has been all about comparing what unlikely celebrity couples be eating tonight. The Kim Kardashian and Sharon Strzelecki (Magda Szubanski) pairing in Australia still stands out as the most spectacular; the Jonathan van Ness-Simon Miles pairing in the US as the wittiest.

For the Super Bowl, Special Group US and Australia and Uber Eats have deviated from its theme, this time recreating a likely pairing, Mike Myers and Dana Carvey from Wayne’s World, with third wheel, Cardi B, and sending a very different message. The pair get up to their usual ludicrous antics, making fun of famous tropes – subliminal messages, sexy hair shots, mini-me babies and TikTok dances but it’s all for a selfless (sort of) cause, promoting local restaurants. The spot, which will appear in the third quarter of the game, coincides with Uber Eats’ restaurant relief program in the US, which will provide US$20m to support the chain’s partners whose businesses have been hurt by Covid, over the next six months. All the antics are geared toward promoting Uber Eats’ message to Eat local. 

The connection to Wayne and Garth is, according to Wayne, “As a local access show, we want everyone to support local restaurants.”

William Gelner, chief creative officer, Special Group US, commented, “We’re using our place on the world’s biggest stage to do something truly important: support local restaurants. And to do so we’re bringing the original local access TV heroes, Wayne and Garth. We’ve all seen a lot of work that does ‘good’. But this one does it while making people laugh. It feels like the world could really use that right now.”

Uber Eats will be releasing a two-and-a-half hour extended cut of the Big Game spot online, that plays off the end scene of the original Wayne’s World film. The extension is made up of an extremely long credit roll featuring the names of more than 100,000 Uber Eats local partners, made watchable by Wayne and Garth idiocy and some surprise bonus features, like a visit from Alice Cooper. Myers and Carvey will also appear in more spots that fit into Special Group’s Tonight I’ll Be Eating campaign.

“We know it’s a rare person who would sit down through all these restaurant listings, so we made the video scrollable by location and we also made it fun to watch. Alice, Mike and Dana chat about the origins of football, goof around with 3D glasses and they even compose and perform a song. They make it well worth the watch. The video also taps into the Slow TV trend where people stream such things as real-time train rides.”

Credits:

Client: Uber Eats
VP Global Marketing: Thomas Ranese
Global Executive Creative Director: Danielle Hawley
Head of Marketing US/CAN: Georgie Jeffreys
Global Head of Brand: Shivram Vaideswaran
Global Executive Producer: Otto Linwood
Head of Campaign and Partner Marketing: Lauren Hussey
Global Creative Director: Natalie Purbrick
Senior Business Affairs Manager: Rashad Suarez
Global Social Lead: Chris Jackson
Consumer Communications Manager: Lexi Levin Mitchel
Marketing Manager: Vrinda Jhawar
Media Manager: Gracie Childress

Agency: Special Group US & Australia
Founding Partner & CEO: Lindsey Evans
Founding Partner & Managing Director: Cade Heyde
CCOs & Partners: Tom Martin, Julian Schreiber & William Gelner
Creative Director: Dave Horton and Matthew Woodhams-Roberts (all media)
Creative Director: Eron Broughton (social)
Copywriter: Jon Marshall (TVCs)
Art Director: Amy Su (stills)
Account Directors: Caitlin Miller & Carine Johannes
Senior Producers: Esther Perls (all media) & Jamie Ostrove
Business Affairs: Jeff Estow
Celebrity Management: The Marketing Arm
Celebrity & IP Procurement VP: Matt Fleming

Production: Smuggler
Director: Guy Shelmerdine
Co-Founders: Patrick Milling-Smith & Brian Carmody
Executive Producer: Allison Kunzman
Chief Operating Officer: Andrew Colon
Head of Production: Alex Hughes
Producer: Donald Taylor

Social Production: Fanciful Fox
Director: Richard Downie
Executive Producer: James Toth
Producer: Brian Walsh

Editing: Cartel
EDITORs: Andy McGraw & Matt Berardi
Executive Producers: Lauren Bleiweiss & Alaina Zanotti
Assistants: Dusten Zimmerman, Zach Edwards & Roy Herbert
Producer: Sarah Schachte

VFX: Parliament
Colour: MPC Color
Colourist: Dimitri Zola
Colour Assist: Taylor Pool
Executive Producer, Colour: Meghan Lang
Senior Colour Producer: Diane Valera
Associate Producer: Phoebe Torsilieri

Sound & Mix: Eleven
Audio Post Studio: Eleven
Mix & Sound Design: Jordan Meltzer
Assistant Mixer: Marco Tornillo
Executive Producer: Melissa Elston
Producer: Jeff Martin

Music: New Math
Creative Directors: Dave Wittman & Ray Loewy
Executive Producer: Kala Sherman
Producer: Jake Falby
Composers: Casey Smith & Joe Spallina