Happy Gilmore star in new Uber One and Macca’s spot via Poem
Happy Gilmore star Chris McDonald is the face of a new Uber One campaign, celebrating the return of Macca’s to the membership program, via Poem.
Much like the elitist characters he is famous for playing, McDonald loses his temper in the spot, having realised he’s been set up to promote a membership program anyone can join.
Outraged, he describes Uber One as “one big pool of mediocrity”.
In its iconic self-deprecating tone, the campaign reminds Aussies they can enjoy Uber One’s free delivery, discounts and exclusive offers with no elitism involved.
The multi-channel earned creative campaign is a continuation of the brand’s irreverent and cheeky tone of voice, according to Uber ANZ’s head of marketing, Nicole Bardsley.
Speaking exclusively to Mumbrella, she said: “We’re delighted that the team has been able to strike the balance between humour and relevance, driving home the value of membership while engaging audiences through a timely, golf-themed lens.
“Uber Australia has built a distinctly self-deprecating creative style that we know connects with audiences. But a sometimes overlooked truth is that we were also founded with heart around a simple, clear message — allowing us to operate in a space that’s irreverent, straightforward, and strategically sharp. This campaign brings our partner Macca’s in on this confident playfulness.”
Cultural relevance was central to the earned campaign. According to Bardsley, McDonald was the perfect choice as his appeal “spans generations”, thanks to his portfolio of roles and genuine love for golf.
“He’s a perfect example of how a supporting actor can bring main character energy. A true professional, McDonald brought the perfect ‘secret sauce’ to our campaign,” she told Mumbrella.
“We were confident that his enduring cultural relevance would generate standout content, spark social conversation, and capture attention across platforms. If his magnetism on set was anything to go by then audiences are in for a treat.”
Rhania Farah, general manager at Poem, agreed: “Beyond the obvious nod in the name, Chris McDonald is known for his standout roles that have earned him a lasting place in pop culture. He’s carved out a unique niche, especially at the intersection of sports and comedy, with a persona that continues to be referenced and shared decades later. His appeal lies in that perfect mix of nostalgia, recognisability, and tongue-in-cheek humour.”
Poem led the strategy, creative, influencer, content, and publicity for the campaign. As an agency that has “always prioritised” earning consumer attention, Farah said brands need to find new ways in to today’s audiences.
“Today’s audiences are wired to engage with content that sparks an emotional response, that’s culturally relevant and tap into the cultural zeitgeist,” she told Mumbrella. “For this campaign, we’ve combined nostalgia and cultural cues to capture the attention of Macca’s fans in a way that feels both familiar and fresh while also leaning into Uber’s distinctive comedic tone of voice.”
The campaign is live from Tuesday, supported by a strategic amplification plan across paid, owned, and earned, including a large push across social media.
Poem has created a number of shorter content pieces, centred around McDonald’s outrage at being “duped” into promoting the not-so-exclusive Uber One club.
“As a result, he’s mad at Uber, mad at his agent, and increasingly mad at Australians’ laidback approach to the sport of golf. As far as Chris is concerned, Aussies can’t even say McDonald’s right.”
There is also additional bespoke content from influencers and creators who were given exclusive access to McDonald during his visit to Australia.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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