Cameraman misses Australian Open shot as he orders Uber Eats in tennis themed campaign
Delivery food service Uber Eats has leveraged Australian Open audiences and recruited tennis stars and commentators to discuss what they will be ordering and eating from the app.
Uber Eats and its creative agency of record Special Group have taken over the last commercial break of the Australian Open, making viewers think they are watching the tennis game after the ad break has concluded.
In one of the 30 second television commercials, a cameraman is seen missing the tennis action because he is too busy ordering Greek food on Uber Eats.
Another ad features Lee Lin Chin giving Nick Kyrgios physio treatment as she orders buffalo wings.
During the ad, commentators continue to commentate the tennis as if it were a live match.
The campaign is a continuation of the brand’s ‘Tonight I’ll Be Eating’ brand platform, which has featured celebrities including Rebel Wilson, Ray Martin and Ruby Rose.
Uber Eats’ first Australian campaign debuted in November 2017 with Sophie Monk, Beau Ryan, Ryan Maloney, Naomi Watts and Boy George as they told Australians what they would be ordering from UberEats.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Nice way to piss off every sport journo / photographer / videographer / broadcast operator etc.
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No offence to anyone, but I find these spots really painful to watch.
It’s bad enough having ads in designated ad slots – having them masquerading as actual content leaves me feeling bleurgh.
Might feel different if they were funny I suppose, but if the only gag is ‘ha, we fooled you.’ then, no, that’s not funny.
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The original Uber eats campaign Special did is appalling.
But this iteration of it is super smart – such an improvement and brilliant use of media.
Well done.
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I think they’re really clever. These and the Charlie Sheen Ultra Tune adverts have kept me highly amused. Most definitely an easier watch than the incessant MKR promos we endured for 10 years.
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Farking genius.
Gold plated integration…….many will see this as a watershed moment in how to create entertaining, relevant & beautifully integrated content into live sport.
Well done, AO, Nine & “Special”………..wonder what the budget was????
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Agreed. Huge improvement.
Nice one special group
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