Uber Eats : Australian Open

Written by

Special Group

Directed by

The Glue Society

Produced by

Revolver

When Uber Eats sponsored the Australian Open, one of the most-watched sports broadcasts in Australia, it decided to approach the partnership in an unusual way. Rather than do a standard set of sponsorship ads, it created a campaign that saw the brand appear to hijack the event.

We created a set of ads that blended seamlessly with the broadcast of the event, meaning that when viewers thought they were seeing the tennis match restarting after an ad break, they instead discovered it was actually a ‘live’ ad for the Uber Eats delivery service.

In each of the films, the coverage of the tennis during a specific match was replicated down to the smallest detail, so that viewers could not detect the difference until the moment the tennis player or tennis support staff break the fourth wall - suddenly turning to the camera and announcing their dinner order on Uber Eats.