Special Group’s quirky Uber Eats campaign gets a whole lotta extra sparkle with Sweetshop director, Nick Kelly at the helm. (And Kelly gets to show off his flair for comedic performance direction), in round two of the campaign that launched in November last year.
Rebel Wilson and Ruby Rose order in – a la Uber Eats – while Wilson quietly tattoos a taco on Rose’s leg, and Australia’s “queen of news”, Lee Lin Chin, and “king of current affairs”, Ray Martin, do the same over a game of chess.
The idea is great. The world’s fascination with the minutiae of celebrities’ lives is superbly entwined in the campaign. But this new collection has its own magic. Each scenario is a clever little story that makes you smile.
Nick Kelly, director at Sweetshop commented, “I loved the idea of pairing these celebrities and playing around with that chemistry. It’s always interesting to see how self-deprecating they’re willing to be. Telling Ray Martin to say ‘peach bubble tea’ over and over was also oddly satisfyingly.”
Lara Thom, chief marketing officer, Guzman Y Gomez, added, “I can’t actually remember the last time I watched an ad and laughed out loud. Ruby and Rebel’s ‘Tonight, I’ll be eating’ campaign is the perfect brand fit for GYG and Uber Eats, they’re real, authentic and hilarious. It’s always important for GYG to keep it real and this campaign just feels right, our customers will get it too, this TVC and execution could not be more on brand for GYG. We’re proud of our partnership with Uber Eats as we deliver record numbers of burritos, nachos and tacos across Australia. I have no doubt a few more will be trying GYG as a result of this brilliant campaign.”
Tom Martin, executive creative director, partner, Special Group, added, “We’re especially excited about the second year of the ‘Tonight, I’ll be eating’ campaign. Not only because they are great to make but because this is a campaign that taps into popular culture to inspire Aussies to decide what they’ll be eating for dinner – and we think this could go on for many, many years.”
Steve Brennen, marketing director, Australia and New Zealand, Uber, commented, “Last year’s launch of our first ever marketing campaign for Uber Eats, Tonight, I’ll be eating, drew from the insight that one-third of Australians still do not know what they’re having for dinner between 4-7pm. Touching on this human truth made the campaign highly effective in building brand awareness and helping inspire Aussies across the country to decide what to have for dinner tonight.
“We’re excited to bring the campaign back in market with fresh, new personalities and partners. We know that the way food is being consumed is rapidly changing, we’re time poor and looking for convenient and affordable ways to make our lives easier. What hasn’t changed is who we like to share our meals with – our family and friends. This second iteration of the campaign speaks to the occasion of sharing a meal with loved ones.”
The new series of Tonight, I’ll be eating launches with a series of 30 individual television commercials, 15-second TV spots, each featuring a different celebrity, proudly declaring their local dinner choices featuring Nandos, Guzman y Gomez and I Love Pizza to name a few. The creative has been tailored to each city’s restaurant options, and will also include over 20 individual radio commercials.
The campaign will be supported by OOH, radio, digital, direct and PR, as well as live social media activations, media partnerships and traffic-read integrations.
Credits:
Creative Agency: Special Group
Executive Creative Directors: Tom Martin & Julian Schreiber
Creatives: Josie Fox & Michael Punton
Planning Director: Celia Garforth
Chief Executive Officer: Lindsey Evans
Managing Partner: Cade Heyde
Business Leads: Rebecca Ingham & Tori Magill
Account Manager: Stephanie Wilkinson
Executive On-Screen Producer: Meredyth Judd
Casting Producer: Emily Stewart
Producer: Laura Midalia
Digital Producer: Sharon Gray
Senior Digital Creative: Jesse McLallen
Production Company (Film): Sweetshop
Director: Nick Kelly
Producer: Llew Griffiths
Executive Producer: Loren Bradley
Managing Director: Edward Pontifex
Edit & Post Production: ARC Edit
Editorial & Post Producer: Olivia Carolan
Editor: David Whittaker
Edit Assistant: Lucas Baynes
Editorial Coordinator: Raphaëlle Saïd
Colourist: Billy Wychgel
Flame Operator: Karen Fabling
Grade & Online Assistant: Josh Alex Lay
Sound & mixing: Rumble
Production – Stills
Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines
Art department: Imogen Naylor
Retouching: The Bakery
PR agency: Sling & Stone
Head of Consumer: Kasi Reynolds
Account Directors: Hannah Jackson & Alana Theodor
Client: Uber
Director of Marketing: Steve Brennen
Head of Strategy & Planning: Andy Morley
Head of Brand & Campaigns: Georgie Jeffreys
Eats Senior Marketing Manager: Rebecca Kemp
Eats Marketing Manager: Harriet Johnston
Consumer Communications Lead: Megan Smith
