Uber Eats brings Sacha Baron Cohen to the Australian Open via Special Group Australia

Paige Murphy
By Paige Murphy | 9 February 2021

Uber Eats has recruited comedian and creator of Borat, Sacha Baron Cohen, alongside Australian tennis icons world number one Ash Barty and Nick Kyrgios to feature in this year’s Australian Open campaign, Tonight, I’ll Be Eating for Love.

Created with Special Group Australia, Tonight I’ll Be Eating for Love is centred on an entirely new character created by Cohen, a Rogue Umpire, who is constantly sabotaging the game in order to maintain love on the scoreboard during tennis matches featuring Barty and Kyrgios.

While the Rogue Umpire (Cohen) tries to keep love on the scoreboard Uber Eats will post a promo code on their Instagram to unlock free menu items at selected restaurant partners every time the point score is love during the Australian Open.

When there is no longer love in the point score, the code disappears. Throughout the tournament there will be thousands of opportunities to win free menu items (delivery fee still applies).

“Collaborating with Uber Eats and Sacha Baron Cohen to create a rogue umpire obsessed with keeping the score at love seemed a bold and completely fresh way to promote the moment,” Special Group Australia partner and chief creative officer Tom Martin says.

“This is our third Australian Open campaign for Uber Eats, so we wanted to do something new, while still packing a punch for the brand," Special Group Australia partner and CCO Julian Schreiber says.

"We realised Uber Eats could again own specific moments in the tennis - this time when the score is love.”

This is the third Australian Open campaign Uber Eats and Special Group have created.

It follows last year’s takeover which featured Sharon Strzelecki from ‘Kath and Kim’ fame alongside sporting icon Serena Williams, and a host of other famous tennis faces including Kyrgios.

In 2019, the technology company debuted its award winning Australian Open ambush platform which featured top tennis players stopping mid match on court to enjoy food ordered from the Uber Eats app.

“We’re delighted to continue our collaboration with Tennis Australia, using the Australian Open as a platform to showcase our latest campaign,” Uber Eats ANZ head of marketing David Griffiths says.

“Navigating such an unpredictable time to deliver an integrated campaign that is bold, direct and has plenty of heart is a huge credit to our team, Special Group and all our partners. We’re extremely proud and excited to see this one run.”

As part of Tonight, I’ll Be Eating for Love, Uber Eats will feature restaurant partners McDonald’s, Hungry Jack’s, Dominos, Subway and Ben & Jerry’s.

The campaign will be Uber Eats’ largest Australian open campaign running across Channel 9 and Gem, social, OOH, digital, Tennis Australia’s channels and Uber Eats’ owned channels.

“Hilarious, compelling and riveting brand campaigns help delight existing customers, reminding them about the enormous choice available on the Uber Eats app but just as importantly it continues to drive new customers, and new ordering occasions to the platform," Uber Eats ANZ marketing manager Rebecca Kemp says.

"We couldn’t be happier with the surprise and staying power of our latest creative collaborator."

Client: Uber Eats
Senior Director Marketing APAC: Lucinda Barlow
Head of Marketing APAC: Andy Morley
Head of Marketing ANZ: David Griffiths
Senior Marketing Manager: Rebecca Kemp
Marketing Manager: Tim Broxup
Marketing Associate: Sharny Mullally

Founding Partner & CEO: Lindsey Evans
Founding Partner & Managing Director: Cade Heyde
CCO & Partner: Tom Martin
CCO & Partner: Julian Schreiber
Creative Directors: Jade Manning & Vince Osmond
Creatives: Jeff Seeff & Joel Grunstein
Executive Producer: Sevda Ćemo
Animated Teaser/ Explainer Producer: Alyce Guy
Still Producer: Emily Willis
Social Lead: Lachlan Stewart
Social Manager: Sarah Mckie
Group Strategy Director: Celia Garforth
Strategy Director: Heather Morrison
Team lead: Eileen Cosgrove-Moloney
Business Director: Laura Little
Business Director: Annabel Dempsey
Business Manager: Dharsh Sundran
Talent Director: Emily Stewart
Creative Technologist: Shaun O’Connor

Production Company: Scoundrel
Director: Scott Pickett
Producer: Ben Scandrett-Smith
Managing Director/ Executive Producer: Adrian Shapiro
Socials Director: Yianni Warnock (ex Division)
Edit & Post Production: Arc Edit
Lead Editor: Daniel Lee
Editor: Jack Hutchings
Socials Editor: James Ashbolt
Colourist: Edel Rafferty
Online artists: Chris Betteridge & Eugene Richards
Socials Colourist and Online: Chris Reynolds
Senior Post Producer: Freya Maddock
Sound Studio: Rumble Studios
Sound Engineer: Anthony “Tone” Aston

Production Company: Chee Productions
Stills EP/ Producer: Matt Chee
Photographer: Christopher Tovo

Post Production: Vandal
Sound: Vandal
Sound engineer: Nigel Crowley

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