Paris Hilton joins the Irwins as their new zookeeper in latest Uber Eats campaign via Special
American media personality, socialite and businesswoman, Paris Hilton unites with world-famous celebrity zookeeper family, the Irwins, in the latest entertaining and unexpected pairing for Uber Eats’ new ‘Tonight, I’ll Be Eating’ campaign via Special.
Created in partnership with Special and the wider agency village from Hello Social, Herd MSL, MediaCom and H/Commerce, the campaign features Paris with her beloved chihuahuas, who joins the Irwins at the iconic Australia Zoo as their newest zookeeper. Despite their shared love of animals, Paris enters as the disruptive outsider, ruffling feathers both at the zoo, and within the Irwin family.
Throughout the campaign, humorous chaos arises from Hilton’s blasé and ‘extra’ attitude, trying the patience of the down-to-earth, hard-working Irwins. The tension begins with Hilton’s eye-opening introduction to zoo life when one of her chihuahuas falls prey to one of the zoo’s snakes, and is further exacerbated as Hilton floats around the crocodile pond taking social media snaps while the Irwins face off with a giant croc.
As the campaign progresses, Hilton and the Irwins come together over family meals delivered via Uber Eats and her bond with the Irwin family members grows. Their differences are gradually placed aside, until she is finally folded into the family and accepted for who she is.
Now in the sixth year of the globally awarded ‘Tonight, I’ll Be Eating’ brand platform, which first debuted in 2017, the ‘Paris Irwin’ campaign builds on the previous ‘Grey Wiggle’ campaign, continuing to drive consideration for Uber Eats as the go-to delivery service for weekly takeaway meals for families.
Says David Griffiths, head of marketing, Uber Eats ANZ: “Last year we delivered one of the top performing global marketing campaigns for Uber with ‘The Grey Wiggle’ (feat. Simon Cowell & The Wiggles) showing the unexpectedly joyful moments that Uber Eats can kindle for Aussie families. In our latest creative ‘Paris Irwin’, we’re again appealing to families by fusing the nationally adored Irwins and global star Paris Hilton. If that instantly iconic pairing wasn’t enough we’ve also included some of the world’s most iconic animals to co-star. From crocodiles, to giraffes, to snakes and chihuahuas! With a continued focus on social entertainment and a new retail conversion layer, this is set to be our biggest campaign launch to date.”
Says Hilton: “From the script writing, to the on set experience, it’s been a delight working with Australian creatives on a finished product that I think is totally awesome and that I am really proud of. The Irwins have become my ZFFs – they’re my zoo fam forever.”
Says Sarah Parris, creative director at Special: “This year the ‘Tonight, I’ll Be Eating’ brand platform brings together two animal loving entities from polar opposite worlds. Throughout the campaign, the difference in their approach to their animals takes us through a rollercoaster of squabbles, heartbreak, good intentions and mishaps – all of which any modern Aussie family can relate to.”
The integrated campaign will entertain across TV, out-of-home, radio, social, digital and owned channels over the coming months – including a delivery-inspired song DJed by Paris, a preview of her designer khakis, nature documentaries, snippets from a Paris and Irwins reality TV show, and more.
CLIENT: UBER EATS
SR. MARKETING DIRECTOR, APAC: LUCINDA BARLOW
DIRECTOR OF MARKETING, ANZ: ANDY MORLEY
HEAD OF MARKETING, UBER EATS ANZ: DAVID GRIFFITHS
BRAND CAMPAIGNS LEAD, UBER EATS ANZ: CHANNA GOONASEKARA
BRAND MARKETING ASSOCIATE, UBER EATS ANZ: EMMA BULL
CREATIVE DIRECTOR, GLOBAL: VIKTOR JACOBSSON
STRATEGY LEAD, APAC: ALLY DOUBE
CO-MARKETING LEAD, ANZ: OLIVIA SYKES
SOCIAL MEDIA LEAD, APAC: ISAAC LAI
MEDIA LEAD, APAC: LOUISA CHU
COMMUNICATIONS DIRECTOR, ANZ: PETA FITZGERALD
COMMUNICATIONS MANAGER, ANZ: NICK VINDIN
CREATIVE AGENCY: SPECIAL
FOUNDING PARTNERS/Co-CEO : LINDSEY EVANS & CADE HEYDE
PARTNERS & Co-CCO: JULIAN SCHREIBER & TOM MARTIN
CREATIVE DIRECTORS: SARAH PARRIS & MAX MCKEON
CREATIVE LEADS: MARK STARMACH & ALASTAIR FLACK
CREATIVES: LAURA GRIMSHAW & HANNAH MCCOWATT
HEAD OF BUSINESS MANAGEMENT: TORI LOPEZ
BUSINESS DIRECTOR: LAURA LITTLE
BUSINESS MANAGER: DHARSH SUNDRAN
TALENT DIRECTOR: EMILY STEWART
GROUP STRATEGY DIRECTOR: CELIA GARFORTH
STRATEGY DIRECTOR: KELLIE BOX
EXECUTIVE PRODUCER: SEVDA CEMO
TV PRODUCER: BILL DOIG
INTEGRATED PRODUCER: STEPH WILKINSON
HEAD OF STILLS AND DIGITAL: NICK LILLEY
STILLS PRODUCER: DANIELLE SENECKY
DIGITAL PRODUCER: STACY SZABO
HEAD OF DESIGN: ADAM SHEAR
DESIGNER: MAGGIE WEBSTER
SOCIAL LEAD: SARAH MCKIE
FINISHED ARTIST: JEN BAILEY
ZOO FRIENDS
CHIHUAHUAS: Diamond Baby, Poochi Mama, Chimichurri, Glitter Queen
GIRAFFE: Forrest
TORTOISE: Franklin
ECHIDNA: Fatty
CROCODILE: Bosco
MACAW: Queto
KOMODO DRAGON: Indah
MEDIA AGENCY: MEDIACOM
SOCIAL AGENCY: HELLO SOCIAL
RETAIL AGENCY: H/COMMERCE
FILM PRODUCTION: FINCH
PRODUCTION COMPANY: FINCH COMPANY
DIRECTOR: ALEX ROBERTS
CINEMATOGRAPHER: MATT TOLL
MANAGING DIRECTOR: COREY ESSE
EXECUTIVE PRODUCER: LOREN BRADLEY
PRODUCER: CATH ANDERSON
POST PRODUCTION:
EDIT HOUSE: ARC EDIT
EDITOR: DAN LEE
POST PRODUCER: DANIEL FRY
POST PRODUCTION: BLOCKHEAD
COLOURIST: BILLY WHYCHEL
ONLINE OPERATOR: KAREN FABLING
SOUND: RUMBLE
COMPOSER: ADAM MOSES
SOUND ENGINEER: TONE ASHTON
STILLS PRODUCTION: CHEE PRODUCTIONS
PHOTOGRAPHER: CHRISOPHER TOVO
EXECUTIVE PRODUCER: MATT CHEE
EXECUTIVE PRODUCER: TAMIKO WAFER
RETOUCHING: CREAM
34 Comments
Fast
Maybe it is getting old, but I reckon it’s got a few more years in it yet.
Good use of celebrity.
That finds all this Uber stuff dull and annoying as hell
Advertising for the brain dead
It’s lazy, the same joke over and over again.
Finally a brand willing to commit to an idea, love it
It’s committing to the same execution. Over and over.
That’s what consistency is.
Memory structures are like highways – SpecialGroup have built a highway, and refreshed it over and over.
Complain all you want, its more effective than most ads, because its consistent.
Totally jumped the shark.
Shame.
Jumped the croc.
Torturous and unfunny.
Holy crap. Getting both the Irwins and Paris to star in an ad must have cost more than a house in LA. Massive congratulations for that. But that aside, I am really confused. Why Paris and the Irwins? Why do an ad about food at a zoo? And what’s the link with Paris? The wiggles worked because Simon Cowell is a grumpy f*cker so that was funny. But this… man-oh-man I am confused. If you could articulate the idea in a single sentence I’d really appreciate it.
Peaked at Kim.
Completely agree. Kim and Sharon were the apex. Should have moved on after that.
Even the Grey Wiggle campaign felt stiff (no thanks to obvious CGI).
Wow these are D-grade
This is terrible. Bad idea. Terribly directed. It was so obvious that that this is all shot on Greenscreen.
since when did a snake eating a small dog become acceptable
I agree – do they kill the Python to get the dog or let the dog die in the Pythons stomach
Choices for the ad clowns
this is by far the worst in the campaign. no humour and cringe worthy. surprised pr’ing it.
Embarrassing!
Sorry this is just terrible. They’re gonna get complaints about that dog in that snakes belly.
Am I the only one who’s noticed that that’s not really Paris Hilton?
Please stop flogging me.
WTF is this ad about
A perfect example of when celebrity can’t save bad marketers, ideas or agencies.
When you now pay 10-20% more through eats v their competitors, you know why.
When a creative and / or a director are rammed down peoples throat so much that we consciously choose to believe that anything that comes out the other end will be gold.
This has the distinct smell of “client wrote it in the briefing session”
No one’s acknowledged the fact that they did a decent job of directing the Irwin’s. We’ll done to all involved.
Did they really though? They all came across as bad high school production level acting.
You really think that’s decent acting even for a non actor? Ok then the bar is super low. I get it.
but it’s not
Like, the scenario is geared up for comedy gold. The Irwins, snakes, chihuahaus, Paris Hilton, a zoo. On paper, this could have been as excellent as Kimmy and Sharon. It’s a real shame it didn’t land.
The fact they hilariously PRd the names of the zoo animals smacks of self-congratulations from all involved.
Is this ad aimed at a U.S audience? It feels so cliched, like Paul Hogan putting a shrimp on the barbie.
Hi Guys
I have a question if you guys know something.
Where is the uber office location in Sydney. I need to go there physically and solve my issue. I can’t go online, and we couldn’t solve the issue by email. Thanks