He goes into full action hero mode.
Will Uber Eats catch and deliver tennis legend Andy Murray? Or will the three-time Grand Slam champion get away?
Uber Eats’ mission to supercharge retail convenience by delivering ‘almost, almost anything’ proves very inconvenient for the tennis great in a new campaign via Special.
The “Get Almost, Almost Anything, Maybe Even Andy Murray” campaign sees Uber Eats delivery people on a quest to catch and deliver the tennis champion to a customer in an epic (and comedic) series of chase films.
And this is not just some frivolous game. They absolutely need to catch him - because as of right now you can actually find Andy Murray on the Uber Eats app so you can try to order him.
In the launch film, Murray answers the door of his Melbourne hotel room to find two delivery people, instructing the dual Olympic gold medalist to “Get in the bag".
Murray goes into full action hero mode, turning somersaults, crashing through a second floor window as he is chased through his hotel and the streets of Melbourne with the determined delivery people in hot pursuit.
The narrative builds over the two weeks of the campaign as an increasingly disheveled Murray is pursued through three hero films and hijacking promos and traffic reports on Nine properties.
And the stage is set for an exciting finish to the chase - with all to be revealed in a 45-second finale launching on January 23.
“Having the opportunity to work with an icon of the sport is one thing, but having him agree to recast himself in such an unexpected and legendary way is a powerful tool to both entertain and educate Aussies about the Uber Eats mission of getting them almost anything across the retail spectrum,” Head of Brand, Uber ANZ, Channa Goonasekara, said.
“While we can’t get Andy Murray at scale, we’re already delivering pet food, pawpaws and passionfruit seltzers. Andy is the perfect person to remind people of our increased appeal as the delivery platform for almost anything.”
Special Creative Director, James Sexton said treating tennis legend Andy Murray like a burrito and adding him to the app is a great expression of Uber Eats mission to get Australia almost, almost anything, and opens people’s minds to all the possible things we might deliver.
Harry Neville-Towle, Special Creative Director, Andy’s hip injury should have made him easy to catch.
"But it turns out he’s still pretty nimble," said Neville-Towle.
"We just hope we get our hands on him before the end of week two, otherwise we might be fired.”
The sequence of three hero films (a 30-second launch film, 30-second chase film and 45-second finale), will run on broadcast TV and BVOD, with two 15-second disruptive ‘hijacks’ of Nine Network properties interrupting MAFS promos and NTN Traffic Reports.
The campaign is also running across OOH, radio, socials including TikTok, YouTube, Andy Murray’s social channels, and Uber Eats owned channels, including in-app, where customers can ‘order Andy Murray’ and add him to their cart.
CREDITS
Uber Eats
Senior Director, Head of International Marketing: Lucinda Barlow
Director Of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Brand Lead, ANZ: Channa Goonasekara
Brand Marketing Manager: Rebecca Macciolli
Brand Marketing Associate: Holly Dover
Global Executive Creative Director: Danielle Hawley
APAC Creative Director: Adam Ledbury
Senior Manager, Communications ANZ: Nick Vindin
Strategy: Josh Pickstone, Tom Walter
Media Lead ANZ: Rob Maddison
Talent and Legal: Cameron Louglin, Jessica Shao
Special
Partners/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Creative Directors: James Sexton & Harry Neville-Towle
Creatives: Jack Wall & Phil Harkness
Creatives: Heidi Rabbitts, Eliza Smith, Mia McGuire
Managing Director: Lauren Portelli
Team Lead: Laura Little
Business Directors: Charlie Keeble, Megan McIntosh
Head of Strategy: Celia Garforth
Strategy Director: Kellie Box, JJ Bender
Head Of Film Production: Sevda Cemo
Executive Producers: Sophia Tubby, Christina Wilmot
Production Coordinator: Ada Tuna
Head Of Stills: Nick Lilley
Digital Producer: Sharon Gray
Head Of Design: Adam Shear
Design Director: Dan Jones
Designer: Maggie Webster
Production Company: Finch
Director - Christopher Riggert
Executive Producer - Corey Esse
Producer - Caroline David
DOP - Tim Tregoning
Production Designer - Lucinda Thomson
Edit: Arc
Editor - Jack Hutchings
Producer - Sally Quade
Post Production: Fin Design + Effects
VFX Supervisor: Mikey Brown
VFX Producer: Emily Newbould
Colourist: Fergus Rotherham
Sound: Rumble Studios
Partner/Creative Director: Anthony Aston
Executive Producer: Michael Gie
Composition: Soundtree
Composer - Ben Jones
Producer - Neil Athale
Photography
Production Company: Chee Productions
Photographer: Damian Bennett
Retouching: Cream
Channel 9 Hijacks
Production Company: Powered Studios
Sound Studio: Squeak E. Clean
Social campaign
Director/DOP: Charles Grant
Editor: Robin Sung
Media Agency: EssenceMediacom
Retail Agency: Hatched
