Tennis legend Andy Murray races through Melbourne in latest Uber Eats campaign
Uber Eats is on a mission to get almost, almost anything delivered – including, as it turns out, one of the greatest tennis players of all time.
We learn of the brand’s quest to dive deeper into the world of retail convenience in the opening campaign film of the summer which commences with Andy Murray examining his tennis racquet, as the sport he spent decades perfecting flickers in the background.
The three-time grand slam winner’s focus is splintered as a doorbell summons him to the corridor of his Melbourne hotel suite where he discovers two Uber Eats delivery people standing, waiting.
When the Wimbledon winner tells them he didn’t order anything on Uber Eats he’s informed – “We’re here for you,” and “We get all kinds of stuff now,” before finally being asked to “Get in the bag.”
When the former world number one declines their offer a pursuit erupts, and the tennis legend metamorphosises from polite Scotsman into a fully fledged action hero.
Murray’s transformation is complete when the first spot culminates with him leaping through the second floor glass window of his hotel and landing on the footpath as trams whiz past. The pursuit will continue.
And it does, in later films a lynchpin of tennis’s fabled “big four” runs through Australia’s sporting and cultural capital, deploying everything at his means – including his instrument of choice, his tennis racquet – to evade his chasers.
As the pursuit continues in other vignettes the usually well put together tennis supremo finds himself in degrading states of dishevelment. The scenes reach a dizzying crescendo as Murray exhibits more qualities of a Hollywood blockbuster actor than he does a demure and polite sporting champion.
“Australia has always been a special place – I’ve loved coming here to compete. But being able to take in the sights, albeit in a chase scenario, through some iconic Melbourne landmarks has been a new and really fun experience,” said Andy Murray, “I hope people enjoy the films and the progression of the story – will they catch me? Will I be delivered to someone on Uber Eats? I guess time will reveal it all.”
“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,” said Head of Brand, Uber Eats ANZ, Channa Goonasekara, “While we can’t get Andy Murray at scale we’re already delivering petfood, pawpaws and passionfruit seltzers. Andy is the perfect person to remind people of our increased appeal as the delivery platform for almost anything.”
Andy Murray will be available on the Uber Eats app. If your order is successful, you might be the one lucky person who gets him ‘delivered’ to you. T&Cs apply.
The campaign will be seen on linear television, online video and social along with disruptive hijacks of Channel 9 media properties and on the brand’s social media as well as on Andy Murray’s social channels.