Uber Eats Chases Tennis Icon Andy Murray in Comedic Special Campaign

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, we see Murray answer the door of his Melbourne hotel room to find two delivery people, instructing the dual Olympic gold medallist to “Get in the bag.”

 

Mild mannered 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 - and tension - builds over the two weeks of the campaign as an increasingly dishevelled 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 the 23rd January.

 

“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, added, “We thought that Andy’s hip injury would make him easy to catch, but it turns out he’s still pretty nimble. 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.