Special Group’s Tonight I’ll Be Eating campaign for Uber Eats has become a pop culture phenomenon. Who knew a campaign could not just keep up its momentum over so many iterations, but get better and better? Simon Cowell vs The Wiggles, released in June was remarkable. Elton John vs Lil Nas released this week is exquisite.
The new campaign also takes Uber Eats pitch into a broader world. Elton John and Lil Nas promote more than food delivery – they add grocery, alcohol and convenience products into the mix. Smuggler director, Guy Shelmerdine, has captured both the witty interplay of words and the outrageous flamboyance of the pair perfectly. The writing is wonderful. Keep your ears peeled for the tiny references to lyrics.
The campaign consists of five spots, supported in out-of-home, paid social and digital. The pair teased that spot with a blooper version on their social media channels.
Georgie Jeffreys, head of Uber Eats marketing in the US and Canada, stated, “We wanted to capture a certain unapologetic mood while featuring trailblazers who made us think differently about culture and creativity.”
Special Group Australia & Uber Eats: Simon Cowell becomes the Grey (& downbeat) Wiggle