UBER EATS AUSTRALIAN OPEN AMBUSH

Gold Spike

Demo Film

Film

TitleUBER EATS AUSTRALIAN OPEN AMBUSH
BrandUBER
Product / ServiceUBER EATS
CategoryD01. Use of Film
EntrantSPECIAL GROUP Sydney, AUSTRALIA
Idea Creation SPECIAL GROUP Sydney, AUSTRALIA
Media Placement MEDIACOM Sydney, AUSTRALIA
Production REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Additional Company TENNIS AUSTRALIA Melbourne, AUSTRALIA
Additional Company 2 CHANNEL 9 Sydney, AUSTRALIA

Credits

Name Company Position
Julian Schreiber Special Group Executive Creative Director
Tom Martin Special Group Executive Creative Director
Nick Cole Special Group Copywriter
Pat Alenby Special Group Art Director
The Glue Society The Glue Society Director
Will Sealey Special Group Account Manager
Tori Lopez Special Group Business Lead
Lachlan Stewart Special Group Social Creative

Write a short summary of what happens in the film

In each of these films, the coverage of the tennis during a specific tennis match is replicated down to the smallest detail, so viewers can in no way detect the difference until the moment the tennis player or tennis support staff suddenly turn to camera and announce their dinner order on Uber Eats.

Cultural/Context information for the jury

Contrary to common assumption, the largest part of the Australian Open event is in fact, the TV coverage. 13 million Australians watch the tennis. We have all been trained to expect exactly what it looks like. To make the best use of our sponsorship and ad-space, we created innovative films that instead of standing out, perfectly blended in. We achieved a world-first level of brand-integration into a live sporting-event. Possible through a combination of both on-the-ground & broadcast sponsorship, ads replicated the event (so viewers couldn’t tell the difference!). The result, was an engaging cultural-moment that made UberEats, synonymous with tennis.

Links

Website URL