Wayne + Garth shamelessly manipulate in Uber Eats’ Big Game ad via Special Group US/Australia
Mike Myers and Dana Carvey, the stars who created and brought to life local-access legends Wayne Campbell and Garth Algar on the classic ‘Saturday Night Live’, ‘Wayne’s World’ skits and on the big screen, have reunited to ask viewers to ‘Eat Local’ on behalf of Uber Eats via independent creative company Special Group U.S. and Australia.
Joining them in Wayne’s basement rec room is chart-topping rapper Cardi B, who flexes her flair for comedy in the 60-second Super Bowl spot, which will air in the third quarter.
The spot, ‘Eat Local’ opens with the memorable, guitar riff intro: “Wayne’s World, party time, excellent.” The spot leverages Wayne and Garth’s jovial personalities to give the advertising industry some good-natured ribbing.
The pair wants viewers to support their local restaurants but claim they’d never manipulate audiences to do so. Of course, the rest of the spot is a mash-up of some of the industry’s classic persuasive tactics. There’s subliminal messaging, a cutaway of Garth, with flowing, blonde curls attempting a sex-sells approach and Wayne bouncing a lookalike baby in an ‘Eat Local’ t-shirt on his knee.
“We’d never shamelessly rely on a celebrity cameo,” says Wayne, as the camera pulls back to show special guest Cardi B perched on the rec-room couch, making a celebrity cameo. Cardi B joins the guys in a TikTok-style dance sequence, the ad industry’s latest obsession. The spot ends with an invitation to visit the Eat Local website to locate affiliated restaurants.
Says Danielle Hawley, global executive creative director at Uber: “We’re so excited to partner with Mike Myers and Dana Carney to bring Wayne’s World back to help support local restaurants. We hope that by reuniting local access stars Wayne and Garth, accompanied by none other than Cardi B on the Super Bowl stage, we encourage America to Eat Local.”
Says William Gelner, chief creative officer, Special Group U.S.: “We’re using our place on the world’s biggest stage to do something truly important: support local restaurants. And to do so we’re bringing the original local access TV heroes, Wayne and Garth. We’ve all seen a lot of work that does ‘good’. But this one does it while making people laugh. It feels like the world could really use that right now.”
The Uber Eats spot goes well beyond the Super Bowl. A 30-second teaser fittingly previewed during ‘Saturday Night Live’ on 30th January. Mike Myers will appear on fellow SNL-alum Jimmy Fallon’s ‘Tonight Show’ on 4th February to talk about reviving Wayne for Uber Eats along with the app-based delivery service’s $20 million restaurant-relief program.
In addition to appearing in the Super Bowl campaign, Myers and Carvey will appear in a two and a half-hour video, starring rock icon Alice Cooper, that rolls the credits for the 100,000 local restaurants available on the Uber Eats app. The video will be posted on YouTube and Uber Eats’ social-media outlets immediately after the big game.
Says William: “We know it’s a rare person who would sit down through all these restaurant listings, so we made the video scrollable by location and we also made it fun to watch. Alice, Mike and Dana chat about the origins of football, goof around with 3D glasses and they even compose and perform a song. They make it well worth the watch. The video also taps into the Slow TV trend where people stream such things as real-time train rides.”
Previously, the Uber Eats celebrity face-offs have included Sir Patrick Stewart and Mark Hamill featuring in a verbal food fight and a match-up on the gymnastics floor between Olympic medalist, Simone Biles, and ‘Queer Eye’ star Jonathan Van Ness.
Client: UBER EATS
VP Global Marketing: Thomas Ranese
Global Executive Creative Director: Danielle Hawley
Head of Marketing US/CAN: Georgie Jeffreys
Global Head of Brand: Shivram Vaideswaran
Global Executive Producer: Otto Linwood
Head of Campaign and Partner Marketing: Lauren Hussey
Global Creative Director: Natalie Purbrick
Senior Business Affairs Manager: Rashad Suarez
Global Social Lead: Chris Jackson
Consumer Communications Manager: Lexi Levin Mitchel
Marketing Manager: Vrinda Jhawar
Media Manager: Gracie Childress
Agency: SPECIAL GROUP U.S./Australia
Founding Partner / CEO: Lindsey Evans
Founding Partner / Managing Director: Cade Heyde
CCO / Partner: Tom Martin, Julian Schreiber and William Gelner
Creative Director: Dave Horton and Matthew Woodhams-Roberts (all mediums)
Creative Director: Eron Broughton (social)
Copywriter: Jon Marshall (TVCs)
Art Director: Amy Su (stills)
Strategy Partner: Rebecca Stambanis
Strategy Director: Celia Garforth
Account Directors: Caitlin Miller and Carine Johannes
Senior Producers: Esther Perls (all mediums) and Jamie Ostrove
Business Affairs: Jeff Estow
Celebrity Management: The Marketing Arm
Celebrity + IP Procurement VP : Matt Fleming
Director: Guy Shelmerdine
Co-Founders: Patrick Milling-Smith and Brian Carmody
Executive Producer: Allison Kunzman
Chief Operating Officer: Andrew Colon
Head of Production: Alex Hughes
Producer: Donald Taylor
Social Production: FANCIFUL FOX
Director: Richard Downie
EP: James Toth
Producer: Brian Walsh
EDITORs: Andy McGraw and Matt Berardi
EPs: Lauren Bleiweiss and Alaina Zanotti
Assistants: Dusten Zimmerman, Zach Edwards and Roy Herbert
PRODUCER: Sarah Schachte
Colour: MPC Color
Colourist: Dimitri Zola
Colour Assist: Taylor Pool
Executive Producer, Colour: Meghan Lang
Senior Colour Producer: Diane Valera
Associate Producer: Phoebe Torsilieri
Sound and Mix: ELEVEN
Audio Post Studio: Eleven
Mix/Sound Design: Jordan Meltzer
Asst Mixer: Marco Tornillo
Executive Producer: Melissa Elston
Producer: Jeff Martin
Music: NEW MATH
Creative Director: Dave Wittman, Ray Loewy
Executive Producer: Kala Sherman
Producer: Jake Falby
Composers: Casey Smith, Joe Spallina
It’s so bad it’s good.
This is excellent. Love it.
Just all good times
Aussie agencies doing SuperBowl ads is excellent.
File that one under the “wish I’d made it!” category.
Has anyone ever seen Tom Martin and Garth Galgar in the same room?
@Tommy I’m pretty sure I saw Tom Martin and Garth Galgar in the same room last NYE.
This is fantastic.
Love it just wish they weren’t so much older. It’s freaking me out.
Oh dear… Just not the same and I LOVED Wayne’s World, like, me and my sister would hire it from the video shop EVERY weekend and must have watched it, like, 100 times and knew every line… Yes, we were also very high.. 🤭😂 but very nostalgic.
It’s just pure entertainment. As a consumer, this is ‘want-to-watch’ material.
This is the best thing about the campaign…
Really really good. Well done!