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Creative

Rebel Wilson, Ruby Rose, Lee Lin Chin and Ray Martin Star in Latest Uber Eats Campaign

This is the second installment of the campaign developed by Special Group

Rebel Wilson, Ruby Rose, Lee Lin Chin and Ray Martin Star in Latest Uber Eats Campaign

With the insight that more than one-in-three meals ordered via an online food delivery platform are shared specifically with friends, Uber Eats has paired Aussie icons together for its second campaign installment via Special Group, including home-grown Hollywood stars Rebel Wilson with Ruby Rose, and queen of news Lee Lin Chin with the king of current affairs, Ray Martin.

Says Steve Brennen, marketing director, Australia and New Zealand, Uber: "Last year's launch of our first ever marketing campaign for Uber Eats -  'Tonight, I'll be eating' - drew from the insight that one-third of Australians still do not know what they're having for dinner between 4-7pm. Touching on this human truth made the campaign highly effective in building brand awareness and helping inspire Aussies across the country to decide what to have for dinner tonight.





RLp93vEQ.jpeg"We're excited to bring the campaign back in market with fresh, new personalities and partners. We know that the way food is being consumed is rapidly changing, we're time poor and looking for convenient and affordable ways to make our lives easier. What hasn't changed is who we like to share our meals with - our family and friends. This second iteration of the campaign speaks to the occasion of sharing a meal with loved ones."

'Tonight, I'll be eating' will launch with a series of 30 individual television commercials, 15-second TV spots, each featuring a different celebrity, proudly declaring their local dinner choices featuring Nandos, Guzman y Gomez and I Love Pizza to name a few. The creative has been tailored to each city'sjkf2HQpw.jpeg restaurant options, and will also include over 20 individual radio commercials.

Uber Eats restaurant partner Guzman y Gomez (GYG) is prominently featured in the campaign, with Rose and Wilson discussing a tongue-in-cheek version of what they will be eating for dinner tonight.

Says Lara Thom, chief marketing officer, GYG: "I can't actually remember the last time I watched an ad and laughed out loud. Ruby and Rebel's 'Tonight, I'll be eating' campaign is the perfect brand fit for GYG and Uber Eats, they're real, authentic and hilarious. It's always important for GYG to keep it real and this campaign just feels right, our customers will get it too, this TVC and execution could not be more on brand for GYG. We're proud of our partnership with Uber Eats as we deliver record numbers of burritos, nachos and tacos across Australia. I have no doubt a few more will be trying GYG as a result of this brilliant campaign."

Says Tom Martin, executive creativeO8CVtfWg.jpeg director, partner, Special Group: "We're especially excited about the second year of the 'Tonight, I'll be eating' campaign. Not only because they are great to make but because this is a campaign that taps into popular culture to inspire Aussies to decide what they'll be eating for dinner - and we think this could go on for many many years."

The campaign will be supported by OOH, radio, digital, direct and PR, as well as a host of live social media activations, media partnerships and traffic-read integrations.
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Client

Advertiser: Uber

Director of Marketing: Steve Brennen

Creative Agency

Creative Agency: Special Group

Producer: Laura Midalia

Digital Producer: Sharon Gray

Business Lead: Rebecca Ingham, Tori Magill

Chief Executive Officer: Lindsey Evans

Casting Producer: Emily Stewart

Planning Director: Celia Garforth

Creatives: Josie Fox, Michael Punton

Executive Creative Directors: Tom Martin, Julian Schreiber

Executive Producer: Meredyth Judd (Executive On-Screen Producer)

Managing Partner: Cade Heyde

Digital Agency

PR Agency: Sling & Stone

Production Company

Production Company: Sweetshop

Executive Producer: Loren Bradley

Director: Nick Kelly

Producer: Llew Griffiths

Photographer : Mat Baker

Photography: Louis & Co

Photographer: Mat Baker

Managing Director: Edward Pontifex

Post Production / VFX

Colourist: Billy Wychgel

Producer: Olivia Carolan

Editor: David Whittaker

Flame Lead: Karen Fabling

Editing House: ARC EDIT

Assistant Editor: Lucas Baynes

Sound: Rumble

Retoucher: The Bakery

Art Department: Imogen Naylor

Grade: Josh Alex Lay

Other

Photo Producer: Louis Molines