Love Our Work: Simon Vicars on Uber Eats' Cher Spot

Right now, I’m judging the Clios in Brazil. I’m sitting in a hotel that could qualify as the next location for The White Lotus, but somehow I’m the one who’s envious.

Of those doofheads at Special Australia who made the Cher Uber Eats spot.

It’s brutal but there’s no victim. It’s classy but also crass. It’s a formula that doesn’t feel like a torturous formula.

It’s just really, really good.

I smile thinking of the creatives who wondered out loud, “What if Cher tried to go back to the ‘80s but ended up in 1680?"

I’m proud of the producer who nodded and said, “Let me send an email that could potentially offend a musical icon.”

And I’m so happy for the clients who saw it through brilliantly.

Well done to everyone involved.