Wayne’s World characters and Cardi B star in Uber Eats’ first Super Bowl spot

Wayne’s World’s Wayne and Garth have called on Americans to support restaurants and eat local, with a little help from rap artist Cardi B, in the first Super Bowl commercial for both Uber Eats and Special Group.

The ad is a major milestone for both the brand and agency since the Australian-coined ‘Tonight I’ll Be Eating’ brand platform launched in the US and Canada.The unlikely trio use every means brands usually employ, such as cute babies, celebrity cameos, subliminal messages and original jingles.

“In a year of turmoil, struggles and a lot of serious debate we wanted to provide Americans with some much needed comedic relief,” said Special Group partners Tom Martin and Julian Schreiber.

“What better way to do that than to reunite the stars of Wayne’s World? The local access show was the perfect vehicle to get across Uber Eat’s message of “Eat Local’ and support local restaurants. It was an amazing experience working with Mike Myers and Dana Carvey, as well as Cardi B.

“Creating a Super Bowl spot from two countries on opposite sides of the world – during a global pandemic – was no easy feat, and we are incredibly proud of the collaboration between Uber Eats, Special Group Australia and Special Group US.”

Mike Myers and Dana Carvey, the stars behind Wayne Campbell and Garth Algar, and Cardi B, will also feature in a two-hour long video with rock icon Alice Cooper, as credits for the 100,000 local restaurants available on the Uber Eats app roll across the screen.

Danielle Hawley, global executive creative director at Uber, said: “We’re so excited to partner with Mike Myers and Dana Carney to bring Wayne’s World back to help support local restaurants.

“We hope that by reuniting local access stars Wayne and Garth, accompanied by none other than Cardi B on the Super Bowl stage, we encourage America to Eat Local.”

Founding partner and managing director of Special Group, Cade Heyde, described the experience of working on the Super Bowl ad as a ‘privilege’.

“Small and local restaurants have been heavily impacted due to the COVID-19 pandemic, so we needed to share a message of doing good and we wanted to deliver it with humour,” he said.

“It was an absolute privilege to partner with Uber Eats and Special Group U.S to reunite Mike Myers and Dana Carvey of Wayne’s World to encourage everyone to ‘Eat Local’. The result is a testament to the talent, dedication and hard work of our brave client partner and incredible Special Group team.”

So far, the American versions of Uber Eats’ US campaigns have featured Star Wars’ Mark Hamill and Star Treks’ Sir Patrick Stewart face off in a war of sci-film stardom, and four-time Olympic gold medal gymnast, Simone Biles, alongside comedian, activist and host of Netflix’s Queer Eye, Jonathan Van Ness.

The expansion of Uber Eats’ brand platform to North America also led to Special Group setting up shop in LA, with chief creative officer William Gelner hired to support the campaign work on the ground.

Tonight I’ll Be Eating has also been launched into South East Asia.


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