Destiny’s Child’s Michelle Williams parodies her fame in new Uber One campaign
Former Destiny’s Child member, Michelle Williams, pokes fun at her ‘lack’ of star power in the newest installment of Uber’s “Savings that Don’t Disappoint” campaign, via independent creative agency, Special.
The years have seen the general public tend to overlook Williams’ contribution to one of the most talked-about girl groups in music, and it’s something that the team at Special decided to play up for the latest addition to Uber One’s savings campaign.
“In the second instalment of the ‘Savings that Don’t Disappoint’ campaign Michelle Williams pokes fun at something the internet has been talking about for years,” said Sarah Parris and James Sexton, Special’s Uber APAC creative directors.
“Michelle’s success and accolades are inarguable but in an iconic 90s girl group packed with megastars, it can be hard to stand out.”
The commercial sees Williams sporting a gold, black and white power suit, bedecked in gold jewellery and leather accessories, as she walks through the Botanic Gardens in Sydney.
After sitting down on a bench and checking her Uber savings, a series of events that see her being overlooked and underappreciated befall her, before Williams acknowledges the silver lining, “at least [her] Uber One savings don’t disappoint.”
“…I was in one of the most iconic girl groups and no one recognises me,” the ‘Lose My Breath’ songstress remarks at one point.
But outside of the film, Williams is singing a more positive tune.
“I love visiting Australia, I love the savings I score on Uber One and I love the Australian sense of humour, so this campaign was fun for me”, she commented on her involvement in the humourous campaign.
The star’s ability to make light of her apparent lack of celebrity power is what makes the commercial and supportive materials work so well, according to Uber Eats ANZ brand lead, Channa Goonasekara.
“Michelle Williams brings star power and great comedic timing throughout the hero film and supporting creative,” Goonasekara explained.
“Through her performance she’s able to contrast the disappointment of being the ‘least favourite child’ with the joy of being an Uber One member. After this campaign, we’re confident more people will be saying Michelle’s name and realising that Uber One is savalicious.”
The American R&B singer stands alongside tennis player, Andre Agassi, who starred in Uber One’s first “Savings Don’t Disappoint” offering.
The Williams version of the campaign is viewable across social and owned channels, radio, CRM, OOH, online video, BVOD, and TV from March 3 to April.
Credits:
Client: Uber
Sr. marketing director, International: Lucinda Barlow
Director of marketing, APAC: Andy Morley
Head of marketing, ANZ: David Griffiths
Sr. marketing manager, brand lead, ANZ: Channa Goonasekara
Marketing manager, ANZ: Rebecca Selth
Marketing associate, ANZ: Holly Dover
Senior manager, communications, ANZ: Nick Vindin
Executive creative director, international: Jerome Austria
Creative director, APAC: Adam Ledbury
Media lead, APAC: Louisa Chu
Strategy lead, APAC: Josh Pickstone
Legal director & talent manager, ANZ: Cameron Loughlin
Legal counsel & talent manager, ANZ: Jessica Shao
Creative agency: Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative directors: James Sexton & Sarah Parris
Creatives: Lauren Regolini, Locki Choi, Edwin Concubierta & Ekin Gunes
Managing director: Lauren Portelli
Team lead: Rebecca Grant
Business directors: Edward Nash, Nic Stevenson & Cara Simcock
Business manager: Genevieve Bowes
Head of strategy: Celia Garforth
Strategy director: JJ Bender
Head of film & content production: Sevda Cemo
Senior producer: Wendy Gillies
Integrated producer: Will Sealey
Head of stills: Nick Lilley
Stills producer: Di Williams
Head of design: Adam Shear
Designer: Maggie Webster
Creative services manager: Kristie Dagg
PR managing director: Alex Bryant
Creative strategist: Kate Wilkinson
Film production: Good Oil
Director: Dave Wood
Executive producer: Sam Long
Producer: Lee Thomson
Cinematographer: Danny Ruhlmann
Post production: ARC Edit
Editor: Drew Thompson
Colourist: Ben Eagleton
Online: Heather Galvin
Executive post producer: Daniel Fry
Post producer: Jess Ryan
Audio: Rumble Studios
Senior sound designer: Cam Milne
Creative director: Tone Aston
Partner/executive producer: Michael Gie
Producer: Siena Mascheretti
Stills production: Chee Productions
Photographer: Christopher Tovo
Executive producers: Matt Chee & Tamiko Wafer
Social Production: Special Made
Social director/DOP: Charlie Grant
Social editor: Ollie Knocker
Social colourist: Marcus Friedlander
Media agency: EssenceMediacom
Client & planning lead: Nathaniel Thompson
Group strategy director: Marine Turner
Marketplace director: Patrick Fakiye
Digital director: Matt Leahy
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say