“Rogue Umpire!” Sacha Baron Cohen Spoofs The Aussie Open In Riotous New Work For Uber Eats

“Rogue Umpire!” Sacha Baron Cohen Spoofs The Aussie Open In Riotous New Work For Uber Eats

Comedian Sacha Baron Cohen has unveiled his latest character – and it’s all part of Uber Eats’ news Australian Open campaign.

The ‘Rogue Umpire’ sees Baron Cohen show off his Australian accent, telling tennis star Nick Kygrios “I am the rules” in the teaser for the campaign, which has been released on social.

And the antics look set to continue, with Ash Barty also set to appear in the campaign, titled ‘Tonight, I’ll Be Eating for Love’.

In the upcoming ads, Rogue Umpire will sabotage matchplay in order to maintain ‘love’ (which represents zero in tennis) on the scoreboard.

There will also be an opportunity for audiences to interact with the campaign.

While the Rogue Umpire 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).

Created by Special Group, the Rogue Umpire 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.

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

“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. We couldn’t be happier with the surprise and staying power of our latest creative collaborator,” said Marketing Manager, Uber Eats, ANZ, Rebecca Kemp.

Partner & CCO, Special Group Australia, Julian Schreiber, said: “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. We realised Uber Eats could again own specific moments in the tennis – this time when the score is love.”

“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,” said Partner & CCO, Special Group Australia, Tom Martin.

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.


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

Please login with linkedin to comment

sacha baron cohen Uber Eats

Latest News

Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]