Kim Kardashian’s order is NOICE! in Uber Eats’ new ‘Tonight I’ll Be Eating…’ TVC via Special Group
Legendary Aussie character Sharon Strzelecki and global superstar Kim Kardashian West are the latest icons to front the Uber Eats ‘Tonight, I’ll be eating’ campaign via Special Group Australia. The newest installment of the long-running platform sees Sharon share her friendship with Kim, ordering Uber Eats together after netball training.
Says Georgie Jeffreys, head of marketing APAC, Uber Eats: “This is the third year of the “Tonight, I’ll be eating” campaign and we’re thrilled to have stars of Magda & Kim’s calibre involved. Being able to leverage world-class talent while maintaining our iconic Australian flavour to hero 12 of our top restaurant partners is important to us and a key part of our campaign construct. We’re delighted at the response we’ve already received and are excited to drop even more Sharon and Kim creative very soon.”
Says Magda Szubanski, creator of Sharon Strzelecki: “With both elite netball and indoor cricket commitments to juggle, Sharon doesn’t normally agree to starring in commercials. But with a concept and scripts as funny as these, she jumped at the chance.”
Says Tom Martin, ECD and partner, Special Group: “It’s a testament to the amazing team at Uber Eats who constantly push where this campaign can go. We hope the public love ‘Sharon & Kim’ and look forward to producing more exciting work for Uber Eats in the near future.”
Says Julian Schreiber, ECD and partner, Special Group: “Pulling this one off came with an extra degree of difficulty. But thanks to both Kim and Magda’s willingness to have fun with their personas and really embrace the situation – the ads turned out very noice.”
With more to come in the following weeks, the campaign will also be supported by OOH, social, radio, digital, direct and PR as well as media partnerships and traffic-read integrations.
Client – Uber Eats
Head of Marketing, APAC – Georgie Jeffreys
Brand and Campaigns Lead, ANZ – Rebecca Kemp
Social Marketing Lead, ANZ – Tim Broxup
Marketing Associate ANZ – Josh Pickstone
Creative Agency – Special Group Australia
Executive Creative Directors – Tom Martin & Julian Schreiber
Creative Directors – Jack Nunn & Nils Eberhardt
CEO – Lindsey Evans
Managing Director – Cade Heyde
Team Lead – Tori Lopez
Account Manager – Stephanie Wilkinson
Producers: Christina Wilmot, Nick Lilley
Casting Director: Emily Stewart
Social Lead: Lachlan Stewart
Digital Production: Jesse McLallen, Sharon Gray
Production – Film:
Production Company: Sweetshop
Director: Nick Kelly
Executive Producer: Llew Griffiths
Managing Director: Edward Pontifex
Edit & Post Production: ARC EDIT
Editor: David Whittaker
Editorial & Post Producer: Jessica Calvert
Colourist: Billy Wychgel
Flame Artist: Heather Galvin
Sound and mixing: Rumble
Social / BTS production: Brightworks
DOP: Jon Chema
Production – Stills:
Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines
Retouching: The Bakery Retouching
Art department: Imogen Naylor
Effing brilliant. Well done Special peeps.
This is fantastic, well done all.
Jack, Nils, Tom, Jules… always with the goods. Had a good laugh.
SOOOOOOO GOOOOOOD! just gets better. Well done.
Love it! Wish I did it!
Best one yet.
Best ad I’ve seen all year. Well done guys!
You’d think with the huge amounts of money they’d be paying for the celebrities that at least have decent scripts. All of the ads in these campaigns are like pulling teeth.
At least it’s not as cringeworthy as Barnsie, Farnsie et al. But only by the width of a bee’s dick.
Nice one guys, this is tops.
Well done team Special
Oh this is good!
F&%K Yeah Nick and Spesh!
Giving myself a headache trying to imagine just how jaded and out of touch you’d have to be to not only not enjoy this, but fail to see the cultural currency this will earn far beyond the money spent on it.
Sharon Strzelecki and Kim K in netball getups talking chicken shnittys.
Film of the year.
Nice one Nick! Nailed it.
The most disappointing thing about this campaign is that UberEats is a service/brand that has so many interesting insights about it, that there is unlimited potential for great advertising. But instead, The Special Group keep pushing this soulless celebrity-filled campaign using sub-par scripts and wooden personalities. It feels like they’re using star power to distract us from the clear lack of any sort of substance or idea. The Australian Open stuff was great, so why can’t they use that sort of creativity and ingenuity, instead of just slapping another unrelatable, botoxed celebrity onto an ad? Please just let this campaign die already.
I wasn’t an admirer of the original, but the repeating of the formula is actually making me feel more negative towards the brand.
I loike it. I loike it a LOT.
Till now it has just been an unfunny B grade personality campaign.
The Barnes and Farnham one beyond unfunny.
This one has the brilliant comic talents of Magda to save it.
Otherwise an ordinary campaign for a shit brand
Not every campaign needs a new or complicated idea. This is a simple, repeatable and culturally relevant campaign that will sell Uber eats like hotcakes… something that creative ad wankers sadly doesn’t value as much as they should.
Good ideas are simple. This is just shit.
Pay expensive and awful celebrities, Uber Eats and Deliveroo advertising both make you not want to use the product, which is a pretty special thing for really good products.
Boring, lazy advertising. Question- who’s the sheila, with the American accent, next to Shazza? Drowning in rubbish. https://www.youtube.com/watch?v=MTTr7RGH37c
At last, an agency that knows the power of a campaign … three years and every ad builds the strength of the brand. Brilliant. The guys answer the challenge by topping their last spot, (CYTT?)
So good!!!!! Love it
I saw this on instagram last night and my first question was “WHO DID THIS!?” – it’s so bloody well done. Congrats to everyone involved. Super cool.
Well, this guy seems to like it…https://bit.ly/2OFxOlm
Searching too and agree there’s no idea. Except to rip this off and make it way less funnier:
It’s such a shit campaign, the fact you got Kim Kardashian and Magda Szubanski really doesn’t matter.
The whole thing is shit.
Yep if you can’t think of a way to sell something use a celeb, good job boys
This is simply excellent. Congrats all!
I like it
Amazing how much love there is for such average work from the Special Group, a cynical person would think there was something nefarious at play.
Average work for great brands is hardly a great place to be as an agency.
Probs should spend less time writing transparent comments of love and more time on coming up with something actually clever
Say what you like about the campaign, but the punters will eat this up. Onya Special Group (and no, I don’t work there).
You couldn’t get more chalk n’ cheese if you tried and it’s fucking brilliant!
Finally an ad this year I wish I’d done. Great job everyone involved.
. . . just goes on too long. We get the joke after the first noice.
is filled with bitter wankers. The first ad in however long that ‘non ad people’ are genuinely talking about, and sad old boomers (i’m talking about you @searching for an actual reason to keep getting out of bed each morning) can’t help but shit on the talent (hating the Kardashians doesn’t make you remotely interesting) and moan on about the fact that the idea is recycled. I bet the thing that really hurts is, everyone you know, including your mum thinks it’s bloody great and probably keeps asking if you made it.