The new 'Savings that don’t disappoint’ series.
What’s a girl to do when you were in one of the world’s most iconic girl groups, but no-one knows who you are?
That’s the situation Grammy award winner Michelle Williams faces as she is disappointed not to be recognised, but thrilled to ring up the savings with her Uber One membership in the latest hero campaign for Uber One via Special.
The campaign builds on the idea that while life is full of disappointments, Uber One savings do not disappoint - a premise introduced in the launch campaign featuring tennis legend Andre Agassi during the tennis in January.
Michelle is unveiled as the latest star to front the campaign under the new ‘Uber One. Savings that don’t disappoint’ series - in a spot that opens with her strutting celebrity-like through Sydney’s Botanic Gardens wearing a power suit, white sunglasses, and an MW key chain. The songstress plays up her lack of fan recognition as a series of mistaken identity moments follow.
Michelle is chuffed to learn someone has finally recognised her as a man heads towards her calling her name - she soon discovers he is a dog owner yelling at his cheeky chihuahua, also named Michelle.
While Uber One membership mightn’t deliver fame in the park, it can deliver her savings on Uber and Uber Eats.
“I love visiting Australia, I love the savings I score on Uber One and I love the Australian sense of humour, so this campaign was fun for me”, said Michelle Williams.
And Williams has plenty of fun, continuing to make self-deprecating jokes in a series of additional vignettes.
“You don’t have to be famous like me to have Uber One savings,” she proudly proclaims, only to be interrupted by a fellow park-goer who asks if she is actually famous. Deadpan Williams responds dejectedly, “Maybe your mum knows who I am.”
Uber Eats ANZ Brand Lead, Channa Goonasekara, said Michelle Williams brings star power and great comedic timing throughout the hero film and supporting creative.
"Through her performance she’s able to contrast the disappointment of being the ‘least favourite child’ with the joy of being an Uber One member," said Goonasekara.
"After this campaign, we’re confident more people will be saying Michelle’s name and realising that Uber One is savalicious.”
Special Uber APAC creative directors James Sexton & Sarah Parris, said Michelle Williams pokes fun at something the internet has been talking about for years.
"Michelle’s success and accolades are inarguable but in an iconic '90s girl group packed with megastars, it can be hard to stand out," they said.
The Michelle Williams iteration of the Uber One campaign runs March 3 through April with a series of bespoke assets across TV, BVOD, online video, OOH, radio, CRM, social and owned channels.
CREDITS
CLIENT: UBER
Sr. Marketing Director, International: Lucinda Barlow
Director of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: David Griffiths
Sr. Marketing Manager, Brand Lead, ANZ: Channa Goonasekara
Marketing Manager, ANZ: Rebecca Selth
Marketing Associate, ANZ: Holly Dover
Senior Manager, Communications, ANZ: Nick Vindin
Executive Creative Director, International: Jerome Austria
Creative Director, APAC: Adam Ledbury
Media Lead, APAC: Louisa Chu
Strategy Lead, APAC: Josh Pickstone
Legal Director & Talent Manager, ANZ: Cameron Loughlin
Legal Counsel & Talent Manager, ANZ: Jessica Shao
CREATIVE AGENCY: SPECIAL
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative Directors: James Sexton & Sarah Parris
Creatives: Lauren Regolini, Locki Choi, Edwin Concubierta & Ekin Gunes
Managing Director: Lauren Portelli
Team Lead: Rebecca Grant
Business Directors: Edward Nash, Nic Stevenson & Cara Simcock
Business Manager: Genevieve Bowes
Head of Strategy: Celia Garforth
Strategy Director: JJ Bender
Head of Film & Content Production: Sevda Cemo
Senior Producer: Wendy Gillies
Integrated Producer: Will Sealey
Head of Stills: Nick Lilley
Stills Producer: Di Williams
Head of Design: Adam Shear
Designer: Maggie Webster
Creative Services Manager: Kristie Dagg
PR Managing Director: Alex Bryant
Creative Strategist: Kate Wilkinson
FILM PRODUCTION: GOOD OIL
Director: Dave Wood
Executive Producer: Sam Long
Producer: Lee Thomson
Cinematographer: Danny Ruhlmann
POST PRODUCTION: ARC EDIT
Editor: Drew Thompson
Colourist: Ben Eagleton
Online: Heather Galvin
Executive Post Producer: Daniel Fry
Post Producer: Jess Ryan
AUDIO POST: RUMBLE STUDIOS
Senior Sound Designer: Cam Milne
Creative Director: Tone Aston
Partner/Executive Producer: Michael Gie
Producer: Siena Mascheretti
STILLS PRODUCTION: CHEE PRODUCTIONS
Photographer: Christopher Tovo
Executive Producers: Matt Chee & Tamiko Wafer
SOCIAL PRODUCTION: SPECIAL MADE
Social Director/DOP: Charlie Grant
Social Editor: Ollie Knocker
Social Colourist: Marcus Friedlander
MEDIA AGENCY: EssenceMediacom
Client & Planning Lead: Nathaniel Thompson
Group Strategy Director: Marine Turner
Marketplace Director: Patrick Fakiye
Digital Director: Matt Leahy
