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Simon Cowell joins The Wiggles in latest Uber Eats campaign

Special Group’s latest round for its ‘Tonight I’ll Be Eating’ campaign for Uber Eats has launched, starring The Wiggles and Simon Cowell.

The latest campaign sees Cowell join The Wiggles as The Grey Wiggle, much to his chagrin.

One of the spots sees The Wiggles singing about what they will be eating for dinner, only to be interrupted by an irate Cowell, stating that he has already had dinner.

Each spot shows Cowell interacting with The Wiggles, with his dry wit contrasting their bubbly personalities.

It is the fifth year of the ‘Tonight I’ll Be Eating’ franchise, which locally has starred the likes of Ash Barty and Sacha Baron Cohen, Agro and Dr Chris Brown, and Kim Kardashian and Sharon Strezlecki.

Uber Eats AUNZ head of marketing, David Griffiths, said: “Aussies love nothing more than coming together with their friends and family, and usually, food is at the heart of these sharing occasions. Consequently, we are seeing more and more families come into the category. The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle. The campaign builds from week-to-week across all forms of traditional, digital and social media so keep an eye out for some amazing collaborations and VIP appearances.”

Max McKeon, Uber APAC creative director, Special Group Australia, added: “The ‘Tonight I’ll Be Eating’ brand platform has made its way to over seven different countries, but our latest campaign brings it home strong again – pitting the harsh critique of Cowell against the unbending optimism of the Wiggles.  It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathise.”

The success of the campaign led Special to create campaigns in the US for Uber Eats, including ones starring Simone Biles and Jonathan Van Ness, and Cardi B and Wayne’s World characters for the Super Bowl.

The campaign will run across TV, Out-Of-Home, radio, social, digital and owned channels.

Credits:

CLIENT: UBER EATS
MARKETING DIRECTOR APAC: LUCINDA BARLOW
HEAD OF MARKETING UBER, ANZ: ANDY MORELY
HEAD OF MARKETING, UBER EATS ANZ: DAVID GRIFFITHS
MARKETING MANAGER: CHANNA GOONASEKARA
STRATEGY LEAD: ALLY DOUBE

CREATIVE AGENCY: SPECIAL GROUP
FOUNDING PARTNERS/CEO: LINDSEY EVANS & CADE HEYDE
PARTNERS & CCO: JULIAN SCHREIBER & TOM MARTIN
CREATIVE DIRECTOR: MAX MCKEON
CREATIVES: JOSIE FOX AND HARRY STANFORD
SOCIAL LEAD: LACHLAN STEWART
HEAD OF BUSINESS MANAGEMENT: TORI LOPEZ
BUSINESS DIRECTOR: CAITY COWPER
BUSINESS MANAGER: DHARSH SUNDREN
GROUP STRATEGY DIRECTOR: CELIA GARFORTH
EXECUTIVE PRODUCER: SEVDA CEMO
HEAD OF STILLS AND DIGITAL: NICK LILLEY
PRODUCER: STEPH WILKINSON (SOCIAL)
DIGITAL PRODUCER: STACY SZABO
TALENT DIRECTOR: EMILY STEWART
HEAD OF DESIGN: ADAM SHEER
SOCIAL AND INFLUENCER SPECIALIST: SARAH MCKIE
EDITOR: FRASER KELTON (SOCIAL)

MEDIA AGENCY: MEDIACOM
GROUP CLIENT DIRECTOR: LYNSEY MOGRIDGE
GROUP STRATEGY DIRECTOR: TIM HULL
GROUP INVESTMENT DIRECTOR: JEN DONALD
ASSOCIATE DIGITAL DIRECTOR: CLAUDIA DOMINGUES
SOCIAL CONTENT: R/GA
ACCOUNT DIRECTOR: BEN WALL
CREATIVES: BEN NEWMAN & NEIL WALSHE
SENIOR SOCIAL STRATEGIST: CALLUM JAMES

FILM PRODUCTION: FINCH
PRODUCTION COMPANY: FINCH COMPANY
DIRECTOR: ALEX ROBERTS
CINEMATOGRAPHER: ANDREW COMMIS
MANAGING DIRECTOR: COREY ESSE
EXECUTIVE PRODUCER: LOREN BRADLEY

PRODUCER: NICK SIMKINS
ART DIRECTOR: SAM LUKINS
POST PRODUCTION: ARC EDIT
EDITOR: LUCAS BAYNES
POST PRODUCER: MICHAELA FENTON
COLOURIST: FERGUS ROTHERHAM
ONLINE OPERATOR: VIV BAKER/CHRIS BETTERIDGE
SOUND: RUMBLE
SOUND ENGINEER: CAM MILNE, LIAM ANNERT & TONE ASHTON
SOUND PRODUCER: KATIE HARPER
SOCIAL DIRECTOR /DOP: WILL ROBERTSON AUS
SOCIAL DIRECTOR /DOP: DAVID SYMMONS   UK
STILLS PHOTOGRAPHER: CHRISTIOPHER TOVO – AUSTRALIA
STILLS PHOTOGRAPHER: SIMON EMMETT – UK
STILLS PRODUCTION: CHEE PRODUCTIONS
EXECUTIVE PRODUCER: MATT CHEE
EXECUTIVE PRODUCER: TAMIKO WAFER
RETOUCHING: CREAM / EA
FOOD STYLIST: HANNAH MEPPEM

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