Simon Cowell Joins The Wiggles In Latest Uber Eats Campaign
The latest Special Group cycle for its “Tonight I’ll Be Eating” campaign for Uber Eats has been launched, featuring The Wiggles and Simon Cowell.
The latest campaign sees Cowell join The Wiggles as The Gray Wiggle, much to his chagrin.
One of the spots sees the Wiggles singing about what they’re going to eat for dinner, only to be interrupted by an angry Cowell, stating he’s already had dinner.
Each spot shows Cowell interacting with the Wiggles, with his dry mind contrasting their bubbly personalities.
This is the fifth year of the “Tonight I’ll Be Eating” franchise, which has locally starred Ash Barty and Sacha Baron Cohen, Agro and Dr Chris Brown, and Kim Kardashian and Sharon Strezlecki.
David Griffiths, Head of Marketing for Uber Eats AUNZ, said: “Australians love nothing more than getting together with friends and family, and food is usually at the heart of these sharing occasions. Therefore, we are seeing more and more families falling into the category. The Wiggles are an Australian institution and Simon was the perfect fit to join the group as The Gray Wiggle. The campaign is expanding week-to-week across all forms of traditional, digital and social media, so keep an eye out for incredible collaborations and VIP appearances.
Max McKeon, Creative Director of Uber APAC, Special Group Australia, added: “The ‘Tonight I’ll Be Eating’ brand platform has made its way to more than seven different countries, but our latest campaign brings it back to the strong house – pitting Cowell’s harsh criticism against the Wiggles’ unyielding optimism. It not only shows how great all sports were, but every adult who has ever had to watch the family group will automatically empathize.
The success of the campaign led Special to create campaigns in the United States for Uber Eats, including those featuring Simone Biles and Jonathan Van Ness, and the characters of Cardi B and Wayne’s World for the Super Bowl.
The campaign will run across television, outdoor advertising, radio, social, digital and inmate channels.
CUSTOMER: UBER EAT
APAC MARKETING DIRECTOR: LUCINDA BARLOW
MARKETING MANAGER UBER, ANZ: ANDY MORELY
HEAD OF MARKETING, UBER EATS ANZ: DAVID GRIFFITHS
MARKETING MANAGER: CHANNA GOONASEKARA
STRATEGY MANAGER: ALLY DOUBE
CREATION AGENCY: SPECIAL GROUP
FOUNDING PARTNERS / CEO: LINDSEY EVANS & CADE HEYDE
PARTNERS & CCO: JULIAN SCHREIBER & TOM MARTIN
CREATIVE DIRECTOR: MAX MCKEON
CREATIVES: JOSIE FOX AND HARRY STANFORD
SOCIAL MANAGER: LACHLAN STEWART
SALES MANAGEMENT MANAGER: TORI LOPEZ
SALES DIRECTOR: CAITY COWPER
SALES DIRECTOR: DARSH SUNDREN
GROUP STRATEGY DIRECTOR: CELIA GARFORTH
EXECUTIVE PRODUCER: SEVDA CEMO
CALCULATION AND NUMERICAL MANAGER: NICK LILLEY
PRODUCER: STEPH WILKINSON (SOCIAL)
DIGITAL PRODUCER: STACY SZABO
TALENT DIRECTOR: EMILY STEWART
DESIGN MANAGER: ADAM SHEER
SOCIAL SPECIALIST AND INFLUENCER: SARAH MCKIE
EDITOR: FRASER KELTON (SOCIAL)
PRESS AGENCY: MEDIACOM
GROUP CUSTOMER DIRECTOR: LYNSEY MOGRIDGE
GROUP STRATEGY DIRECTOR: TIM HULL
GROUP INVESTMENT DIRECTOR: JEN DONALD
ASSOCIATE DIGITAL DIRECTOR: CLAUDIA DOMINGUES
SOCIAL CONTENT: R / GA
ACCOUNT MANAGER: BEN WALL
CREATIVES: BEN NEWMAN AND NEIL WALSHE
SENIOR SOCIAL STRATEGIST: CALLUM JAMES
FILM PRODUCTION: FINCH
ORIGINAL MUSIC: FINCH SOCIETY
DIRECTOR: ALEX ROBERTS
CINEMATOGRAPHER: ANDREW CLERK
MANAGING DIRECTOR: COREY ESSE
EXECUTIVE PRODUCER: LOREN BRADLEY
PRODUCER: NICK SIMKINS
ARTISTIC DIRECTOR: SAM LUKINS
POST-PRODUCTION: ARC EDIT
EDITOR: LUCAS BAYNES
POST PRODUCER: MICHAELA FENTON
COLOR: FERGUS ROTHERHAM
ONLINE OPERATOR: VIV BAKER / CHRIS BETTERIDGE
SOUND ENGINEER: CAM MILNE, LIAM ANNERT &; YOUR ASHTON
SOUND PRODUCER: KATIE HARPER
SOCIAL DIRECTOR / DOP: WILL ROBERTSON AUS
SOCIAL DIRECTOR / DOP: DAVID SYMMONS UK
AILLAGES PHOTOGRAPHER: CHRISTIOPHER TOVO – AUSTRALIA
STILLS PHOTOGRAPHER: SIMON EMMETT – United Kingdom
ALCOHOL PRODUCTION: CHEESE PRODUCTIONS
EXECUTIVE PRODUCER: MATT CHEE
EXECUTIVE PRODUCER: TAMIKO WAFER
RETOUCHING: CREAM / EA
FOOD STYLIST: HANNAH MEPPEM