Famed talent show judge, record executive, producer and celebrity manager Simon Cowell has returned to Australian TV screens to join Australia’s most iconic household entertainment group, The Wiggles, as part of Uber Eats’ latest and most unexpected iteration of its ‘Tonight I’ll Be Eating’ franchise.
Created in partnership with Special Group Australia, the campaign features Cowell as the ‘Grey Wiggle’, the latest member of the family-favourite band.
Throughout the campaign Cowell is seen bringing his unique acid tongue to the rainbow skivvied Wiggles as he dishes out brutally direct feedback to the much-loved entertainment group.
“Aussies love nothing more than coming together with their friends and family, and usually, food is at the heart of these sharing occasions," Uber Eats ANZ head of marketing David Griffiths says.
"Consequently we are seeing more and more families come into the category. The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle.
"The campaign builds from week-to-week across all forms of traditional, digital and social media so keep an eye out for some amazing collaborations and VIP appearances.“
This is now the fifth year of the Tonight I’ll Be Eating franchise which first debuted in 2017 with stars including Naomi Watts, Beau Ryan, Sophie Monk, Hamish Blake, Andy Lee, Rebel Wilson and Boy George.
Since then, the brand platform has gone on to win over 40 awards across the globe with campaigns running in over nine different markets.
The ‘Tonight I’ll Be Eating’ franchise has featured unexpected duos including global megastar Kim Kardashian-West and renowned Australian character Sharon Strezlecki from Kath & Kim.
In November 2020 the platform was launched in North America with a debut battle between world famous superstars and on screen rivals Mark Hamil and Patrick Stewart.
“The ‘Tonight I’ll Be Eating' brand platform has made its way to over seven different countries, but our latest campaign brings it home strong again - pitting the harsh critique of Cowell against the unbending optimism of the Wiggles," says Max McKeon, Uber APAC creative director at Special Group Australia.
"It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathise.”
The integrated campaign will run across TV, out-of-home, radio, social, digital and owned channels with more Wiggles characters set to appear in upcoming featurettes, including fan-favourites Henry the Octopus.
CLIENT: UBER EATS
MARKETING DIRECTOR APAC: LUCINDA BARLOW
HEAD OF MARKETING UBER, ANZ: ANDY MORELY
HEAD OF MARKETING, UBER EATS ANZ: DAVID GRIFFITHS
MARKETING MANAGER: CHANNA GOONASEKARA
STRATEGY LEAD: ALLY DOUBE
CREATIVE AGENCY: SPECIAL GROUP
FOUNDING PARTNERS/CEO: LINDSEY EVANS & CADE HEYDE
PARTNERS & CCO: JULIAN SCHREIBER & TOM MARTIN
CREATIVE DIRECTOR: MAX MCKEON
CREATIVES: JOSIE FOX AND HARRY STANFORD
SOCIAL LEAD: LACHLAN STEWART
HEAD OF BUSINESS MANAGEMENT: TORI LOPEZ
BUSINESS DIRECTOR: CAITY COWPER
BUSINESS MANAGER: DHARSH SUNDREN
GROUP STRATEGY DIRECTOR: CELIA GARFORTH
EXECUTIVE PRODUCER: SEVDA CEMO
HEAD OF STILLS AND DIGITAL: NICK LILLEY
PRODUCER: STEPH WILKINSON (SOCIAL)
DIGITAL PRODUCER: STACY SZABO
TALENT DIRECTOR: EMILY STEWART
HEAD OF DESIGN: ADAM SHEER
SOCIAL AND INFLUENCER SPECIALIST: SARAH MCKIE
EDITOR: FRASER KELTON (SOCIAL)
MEDIA AGENCY: MEDIACOM
GROUP CLIENT DIRECTOR: LYNSEY MOGRIDGE
GROUP STRATEGY DIRECTOR: TIM HULL
GROUP INVESTMENT DIRECTOR: JEN DONALD
ASSOCIATE DIGITAL DIRECTOR: CLAUDIA DOMINGUES
SOCIAL CONTENT: R/GA
ACCOUNT DIRECTOR: BEN WALL
CREATIVES: BEN NEWMAN & NEIL WALSHE
SENIOR SOCIAL STRATEGIST: CALLUM JAMES
FILM PRODUCTION: FINCH
PRODUCTION COMPANY: FINCH COMPANY
DIRECTOR: ALEX ROBERTS
CINEMATOGRAPHER: ANDREW COMMIS
MANAGING DIRECTOR: COREY ESSE
EXECUTIVE PRODUCER: LOREN BRADLEY
PRODUCER: NICK SIMKINS
ART DIRECTOR: SAM LUKINS
POST PRODUCTION: ARC EDIT
EDITOR: LUCAS BAYNES
POST PRODUCER: MICHAELA FENTON
COLOURIST: FERGUS ROTHERHAM
ONLINE OPERATOR: VIV BAKER/CHRIS BETTERIDGE
SOUND ENGINEER: CAM MILNE, LIAM ANNERT & TONE ASHTON
SOUND PRODUCER: KATIE HARPER
SOCIAL DIRECTOR /DOP: WILL ROBERTSON AUS
SOCIAL DIRECTOR /DOP: DAVID SYMMONS UK
STILLS PHOTOGRAPHER: CHRISTIOPHER TOVO - AUSTRALIA
STILLS PHOTOGRAPHER: SIMON EMMETT - UK
STILLS PRODUCTION: CHEE PRODUCTIONS
EXECUTIVE PRODUCER: MATT CHEE
EXECUTIVE PRODUCER: TAMIKO WAFER
RETOUCHING: CREAM / EA
FOOD STYLIST: HANNAH MEPPEM
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