Andy Murray is the latest famous face to partner with Uber Eats in its latest campaign, “Get Almost, Almost Anything, Maybe Even Andy Murray”, via creative agency Special.
The campaign sees Uber Eats delivery people on a quest to catch and deliver the tennis champion to a customer in an epic (and comedic) series of chase films.
In the launch film, Murray answers the door of his Melbourne hotel room to find two delivery people instructing the dual Olympic gold medalist to “Get in the bag.”
Mild-mannered Murray goes into action hero mode, turning somersaults and crashing through a second-floor window as he is chased through his hotel and the streets of Melbourne with the determined delivery people in hot pursuit.
The narrative – and tension – builds over the two weeks of the campaign as an increasingly dishevelled Murray is pursued through three hero films, hijacking promos, and traffic reports on Nine properties.
The stage is set for an exciting finish to the chase – with all to be revealed in a 45-second finale launching on the 23 January.
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“Having the opportunity to work with an icon of the sport is one thing, but having him agree to recast himself in such an unexpected and legendary way is a powerful tool to both entertain and educate Aussies about the Uber Eats mission of getting them almost anything across the retail spectrum,” Channa Goonasekara, head of brand, Uber ANZ, said.
“While we can’t get Andy Murray at scale, we’re already delivering pet food, pawpaws and passionfruit seltzers. Andy is the perfect person to remind people of our increased appeal as the delivery platform for almost anything.”
James Sexton, Special creative director, said: “Treating tennis legend Andy Murray like a burrito and adding him to the app is a great expression of Uber Eats mission to get Australia almost, almost anything, and opens people’s minds to all the possible things we might deliver.”
Harry Neville-Towle, Special creative director, added: “We thought that Andy’s hip injury would make him easy to catch, but it turns out he’s still pretty nimble. We just hope we get our hands on him before the end of week two, otherwise we might be fired.”
The sequence of three hero films (a 30-second launch film, 30-second chase film and 45-second finale), will run on broadcast TV and BVOD, with two 15-second disruptive ‘hijacks’ of Nine Network properties interrupting MAFS promos and NTN Traffic Reports.
The campaign will also running across OOH, radio, socials including TikTok, YouTube, Andy Murray’s social channels, and Uber Eats owned channels, including in-app, where customers can ‘order Andy Murray’ and add him to their cart.
CREDITS
Uber Eats
Senior Director, Head of International Marketing: Lucinda Barlow
Director Of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Brand Lead, ANZ: Channa Goonasekara
Brand Marketing Manager: Rebecca Macciolli
Brand Marketing Associate: Holly Dover
Global Executive Creative Director: Danielle Hawley
APAC Creative Director: Adam Ledbury
Senior Manager, Communications ANZ: Nick Vindin
Strategy: Josh Pickstone, Tom Walter
Media Lead ANZ: Rob Maddison
Talent and Legal: Cameron Louglin, Jessica Shao
Special
Partners/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Creative Directors: James Sexton & Harry Neville-Towle
Creatives: Jack Wall & Phil Harkness
Creatives: Heidi Rabbitts, Eliza Smith, Mia McGuire
Managing Director: Lauren Portelli
Team Lead: Laura Little
Business Directors: Charlie Keeble, Megan McIntosh
Head of Strategy: Celia Garforth
Strategy Director: Kellie Box, JJ Bender
Head Of Film Production: Sevda Cemo
Executive Producers: Sophia Tubby, Christina Wilmot
Production Coordinator: Ada Tuna
Head Of Stills: Nick Lilley
Digital Producer: Sharon Gray
Head Of Design: Adam Shear
Design Director: Dan Jones
Designer: Maggie Webster
Production Company: Finch
Director – Christopher Riggert
Executive Producer – Corey Esse
Producer – Caroline David
DOP – Tim Tregoning
Production Designer – Lucinda Thomson
Edit: Arc
Editor – Jack Hutchings
Producer – Sally Quade
Post Production: Fin Design + Effects
VFX Supervisor: Mikey Brown
VFX Producer: Emily Newbould
Colourist: Fergus Rotherham
Sound: Rumble Studios
Partner/Creative Director: Anthony Aston
Executive Producer: Michael Gie
Composition: Soundtree
Composer – Ben Jones
Producer – Neil Athale
Photography
Production Company: Chee Productions
Photographer: Damian Bennett
Retouching: Cream
Channel 9 Hijacks
Production Company: Powered Studios
Sound Studio: Squeak E. Clean
Social campaign
Director/DOP: Charles Grant
Editor: Robin Sung
Media Agency: EssenceMediacom
Retail Agency: Hatched