| Title | PIZZA |
| Brand | UBER EATS |
| Product / Service | UBER EATS |
| Category | A05. Consumer Services / Business to Business |
| Entrant | SPECIAL Sydney, AUSTRALIA |
| Idea Creation | SPECIAL Sydney, AUSTRALIA |
| Media Placement | MEDIACOM Sydney, AUSTRALIA |
| PR | HERD MSL SYDNEY, AUSTRALIA |
| Production | REVOLVER Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Lucinda barlow | Uber | Senior Director, Head of Marketing APAC |
| Andy Morley | Uber | Marketing Director ANZ |
| David Griffiths | Uber | Head of Marketing ANZ |
| Channa Goonasekara | Uber | Marketing Manager |
| Margot Deltour | Uber | Marketing Manager |
| Viktor Jacobsson | Uber | Global Creative Director |
| Tom Martin | Special Group Australia | Chief Creative Officer |
| Julian Schreiber | Special Group Australia | Chief Creative Officer |
| Max McKeon | Special Group Australia | Creative Director |
| Sarah Parris | Special Group Australia | Creative Director |
| Simon Gibson | Special Group Australia | Creative Director / Creative Team |
| Nils Eberhardt | Special Group Australia | Creative Director / Creative Team |
| Jeff Seeff | Special Group Australia | Creative |
| Joel Grunstein | Special Group Australia | Creative |
| Lindsey Evans | Special Group Australia | CEO |
| Cade Heyde | Special Group Australia | CEO |
| Tori Lopez | Special Group Australia | Head of Business Management |
| Caity Cowper | Special Group Australia | Business Director |
| Dave Hartmann | Special Group Australia | Strategy Partner |
| Celia Garforth | Special Group Australia | Group Strategy Director |
| Sevda Cemo | Special Group Australia | Head of Production & Executive Producer |
| Steph Wilkinson | Special Group Australia | Integrated Producer - Social |
| Sonia Eberington | Special Group Australia | Stills Producer |
| Stacey Szabo | Special Group Australia | Digital Producer |
| Steve Rogers | Revolver | Director |
| Lachy Milne | Revolver | Cinematographer |
| Pip Smart | Revolver | Executive Producer |
| Caroline Kruck | Revolver | Producer |
| Alexandre de Franscheschi | The Editors | Editor |
In this spot, we open on a man and a woman during a romantic dinner date in a traditional Italian restaurant. As two beautiful pizza Margherita are being served, the woman looks to camera and in near disgust orders ‘ Pineapple’ to add to her pizza. Not believing what he just heard the man very disappointedly hides something under the table; a ring box. The woman’s order made him change his mind about wanting to share the rest of his life with someone who would commit such a pizza crime.
Australia has a habit of taking international cuisine and committing atrocities against it. And unfortunately pizza has not been immune. A popular pizza ingredient in Australia is pineapple, and this is quite divisive locally. You either love it or you hate it. This ad plays on this local and well understood tension whereby the intention is that you either agree with the mans decision, or would defend the woman and her decision that the pizza is a little too traditional and is lacking pineapple.