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Ash Barty summons Pat Rafter’s hair in Aus Open Uber Eats ad

Uber Eats has launched its 2022 Australian Open campaign via Special Group, continuing its ‘This calls for’ campaign and featuring Ash Barty, Nick Kyrgios, and Tom Woodbridge.

The campaign features a series of videos with several different endings, with viewers able to scan a QR code to watch the different endings.

For one of the spots, Barty is playing on a court before experiencing a blackout. Before she can finish the line: “This calls for”; a voice-over informs her that it’s up to the viewer to decide.

If viewers select candles, Barty orders candles through Uber Eats after the Australia Open suffers a power outage. Whilst sitting in a circle, in the style of a seance, the group summon Pat Rafter’s ponytail which is subsequently burnt.

It marks the third year Barty has collaborated with Uber Eats, having featured last year in the campaign alongside Sacha Baron Cohen’s rogue umpire.

In another spot, tennis player Kyrgios is seen arguing with the umpire. Frustrated, he breaks a tennis ball before ordering bath salts via Uber Eats. Kyrgios then proceeds to take a bubble bath, before it is revealed that he is taking a bath on the court.

The campaign promotes the recently launched grocery and alcohol service within Uber Eats.

Uber Eats head of marketing ANZ David Griffiths said: “Going into our fourth year at the AO we wanted to do something different. Something that made Aussies stop what they were doing and go on an entertainment journey. Having such adventurous content available exclusively online is daring but with Uber Eats offering more choice than ever with new categories like alcohol, grocery and personal care items now available on the platform – it made sense to reflect that choice and give the audience the freedom to pick their own adventure.”

Special Australia creative director Sarah Parris added: “Since Uber Eats sponsored the Aus Open, they’ve become known for playing with the viewing format. We’ve ambushed, we’ve made the tennis score a game, now with Uber Eats offering even more delivery choice with groceries, it seemed only fitting to let the actual mechanics of the idea bring that to life.”

The campaign is on TV, social, online and out-of-home as well as reactive social content via Hello Social.

Credits:

CLIENT: UBER EATS

SENIOR DIRECTOR, HEAD OF APAC MARKETING: Lucinda Barlow

MARKETING DIRECTOR ANZ: Andy Morley

HEAD OF MARKETING UBER EATS ANZ: David Griffiths

CULTURE LEAD: Josh Pickstone

BRAND LEAD: Channa Goonasekara

COMMUNICATIONS LEAD: Nick Vindin

ANZ MEDIA LEAD: Louisa Chu

APAC STRATEGY LEAD: Ally Doube

APAC SOCIAL LEAD: Isaac Lai

GLOBAL CREATIVE DIRECTOR: Viktor Jacobsson

 

AGENCY: SPECIAL

CCO/PARTNERS: Tom Martin & Julian Schreiber

APAC CREATIVE DIRECTORS: Max McKeon & Sarah Parris

CREATIVE TEAM / CREATIVE DIRECTORS: Jade Manning & Vince Osmond

CREATIVE TEAM: Cat Williams & Jessica Roberts

CREATIVE TECHNOLOGIST: Laurent Marcus

CEO/PARTNERS: Lindsey Evans & Cade Heyde

HEAD OF BUSINESS MANAGEMENT: Tori Lopez

BUSINESS DIRECTOR: Liam Walker

BUSINESS MANAGER: Maddie Armstrong

GROUP STRATEGY DIRECTOR: Celia Garforth

SENIOR STRATEGIST : Kellie Box

 

HEAD OF FILM PRODUCTION: Sevda Cemo

EXECUTIVE PRODUCER: Wendy Gillies

INTEGRATED PRODUCER: Stephanie Wilkinson

STILLS PRODUCERS: Sonia Ebrington & Emily Willis

DIGITAL PRODUCER: Stacey Szabo

CASTING DIRECTOR: Emily Stewart

SOCIAL LEAD: Lachlan Stewart

SOCIAL SPECIALIST: Sarah Mckie

 

PRODUCTION COMPANY: SCOUNDREL

DIRECTOR: James Dive

PRODUCER: Jules Shelton

DOP: Danny Ruhlman

 

CASTING:

Sydney – Leon @ i4casting

Brisbane – Michelle @ Ben Parkinson Casting

 

POST PRODUCTION: The Editors

EDITORS: Stu Morley / Mark Burnett

COLOURIST: Andy Clarkson

HEAD OF PRODUCTION: Liv Reddy

 

SOUND: Rumble Studios

SOUND ENGINEER: Tone Aston / Cam Milne

MUSIC SUPERVISOR: Adam Moses

EXECUTIVE PRODUCER: Michael Gie

 

PHOTOGRAPHY: The Pool Collective

PHOTOGRAPHER: Sean Izzard

MANAGING DIRECTORr: Cameron Gray

PRODUCTION COORDINATOR: Zoe Izzard

 

REACTIVE CONTENT AND COMMUNITY MANAGEMENT: Hello Social

MANAGING DIRECTOR: Sam Kelly

DIRECTOR OF CX / CLIENT LEAD: Maddie Marovino

 

MEDIA AGENCY: Mediacom

GROUP CLIENT DIRECTOR: Lynsey Mogridge

ASSOCIATE INVESTMENT DIRECTOR: Patrick Fakiye

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