Mark Hamill and Patrick Stewart face off to launch Uber Eats’ ‘Tonight I’ll be eating’ in the US

Uber Eats’ ‘Tonight I’ll be eating’ platform, created by Special Group Australia, has launched in the US and Canada with an ad embedded in sci-fi film history.

The ad pits Mark Hamill, the actor who brought Luke Skywalker to life in the Star Wars film series, against Patrick Stewart, Star Trek’s Captain Jean-Luc Picard, as they debate the pronunciation of ‘tomato’.

Making reference to cinema history, Stewart warns Hamill “daddy’s not here to save you”, to which Hamill replies “Oh I am my daddy.”

‘Tonight I’ll be eating’ kicked off in Australia in 2017, recruiting Australian celebrities, such as Sophie Monk and Beau Ryan, to announce what they will be ordering from Uber Eats. The campaign then expanded to include partnerships with specific brands that use the service and unexpected duos, such as Lee Lin Chin and Ray Martin.

Most famously, in 2018, Uber Eats worked with Nine and the Australian Open for its ‘Ambush’ campaign, that saw umpires, players and commentators pause, supposedly in the midst of a match, to receive their food delivery.

Last year the brand featured Kim Kardashian alongside Magda Szubanski as her famous role from Australian comedy Kath & Kim, Sharon Strzelecki, playing with the dynamic that Strzelecki and Kim Day have on the show.

The campaign has won numerous awards at Cannes, D&AD, Spikes Asia and the AWARD Awards.

Georgie Jeffreys, Uber Eats head of marketing for the US and Canada, said the launch overseas was inevitable.

“I’m thrilled to bring our ‘Tonight, I’ll be eating’ (TIBE) platform to the US and Canada,” Jeffreys said.

“It was a natural progression since TIBE has proven to be a highly effective advertising campaign for Uber Eats. It has helped drive record levels of customer penetration and brand affinity in the five markets in which it’s now live, and we’re excited to continue to expand the franchise with this latest launch.”

The campaign will be running on TV, online, radio, CRM and out-of-home. Two 15 second spots also see Hamill and Stewart fighting over an Uber Eats by competing in Connect Four and air hockey.

Special Group’s joint CCOs, Tom Martin and Julian Schreiber, said: “We’re very proud ‘Tonight I’ll Be Eating’ has become such a cultural phenomenon in Australia and is being taken to the US and Canada. Bringing together two iconic space legends who’s appeal crosses generations feels like the right way to introduce ‘Tonight I’ll Be Eating’ to the US’. It is not often Australian creative work travels to the other side of the world, and we are extremely excited to watch this platform grow.”


Lindsey Evans: Founding Partner
Cade Heyde: Founding Partner
Julian Schreiber: CCO & Partner
Tom Martin: CCO & Partner
Rebecca Stambanis: Strategy Director & Founding Partner – Melbourne
Jon Marshall: Creative Director
Stuart Brown: Creative Director
Caitlin Miller: Business Director
Will Sealey: Business Director
Esther Perls: Producer
Eileen Cosgrove-Moloney: Team Lead
Emily Stewart: Casting Director
Lachlan Stewart: Social Lead
Jesse Sinkiewicz: Business Affairs

Danielle Trivisonno Hawley: Global Executive Creative Director
Georgie Jeffreys: Head of Marketing, US & Canada
Lauren Hussey: Senior Marketing Manager
Natalie Purbrick: Creative Director
Jessica Van Rooyen: Marketing Manager
Otto Linwood III: Creative Production Manager
Lexi Levin: Consumer Communications Manager
Rashad Suarez: Business Affairs Manager
Gracie Childress: Media Manager

Brian Carmody: Owner
Guy Shelmerdine: Director
Alison Junzman: EP
Donald Taylor: Producer
Edu Grau: DP

Andy McGraw: Editor
Matt Beradi: Jr. Editor
Roy Herbert: Assistant Editor
Greer Bratschie: Prodcuer

Dmitri Zola: Colorist
Diane Valera: Producer

Phil Crowe: CC & Founder
Enca Kaul: Head of Prodution

Glen Galloway: Owner/ Composer / Sound Design

Jordan Metzler: Audio Mixer
Melissa Elson Brewer: Producer
Marco Tornillo: Assistant Mixer

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