AUNZ Work of the Week: Uber Eats and Special

Uber Eats' 'Get Almost, Almost Anything' platform is everything you want in a long idea: distinctive, tied to both the brand's core offering and its growth plans (pushing further into the grocery category), strong enough to spur endless creative executions but not so rigid as to smother them, and effective.

The risk in building a platform through star-studded campaigns, though, is the formula tires, the celebs fall flat, and/or the brand maxes out on star power. There's been Nicola Coughlan, Jason Alexander, and very recently, Andy Murray. And now, the biggest icon of all, Cher, for the platform's best campaign yet.

Cher orders a time machine to 'Turn Back Time' to the 80s, and accidentally ends up in the 1680s, where she's accused of being a witch, and burned at the stake.

Uber Eats and Special have outdone themselves. I don't know how they'll top this one. But I do know I wouldn't bet against them.