Special Group Australia has launched Uber Eats’ ‘Tonight I’ll Be Eating’ brand platform in the United States and Canada, debuting with a showdown between iconic megastars Mark Hamill and Patrick Stewart.
The launch of ‘Tonight I’ll Be Eating’ in the US and Canada follows its profound success in Australia, Taiwan and Japan. The recent iteration of ‘Tonight I’ll Be Eating’ featuring global superstar Kim Kardashian-West and renowned Australian character Sharon Strezlecki from Kath & Kim was widely celebrated and managed accolades from all over the world.
Special Group Australia and Uber Eats have been recognised globally for their work, including at D&AD, Cannes Lions, Spikes Asia, LIA, AWARD Awards and B&T.
With the help of Uber Eats’ Australian Open Ambush campaign, Special Group was also the most awarded Australian agency at last year’s Cannes Lions.
To launch the campaign in the US and Canada, Special Group Australia has created a showdown of two movie icons, embodying one of the longest running cultural debates of all time – which beloved franchise is better. The pair even battle over how to say tomato.
In a series of two other 15 second spots Mark Hamill and Patrick Stewart are also seen competing against each other for the better Uber Eats meal, while simultaneously trying to beat each other at Air Hockey and Connect Four.
The campaign will run in the US and Canada across TV, online, radio, CRM, out of home and social.
Cade Heyde, Founding Partner, Special Group Australia, said: “The ‘Tonight I’ll Be Eating’ brand platform has had immense success in this market as well as across Asia Pacific. Expanding the platform to the other side of the world is a real honour and an incredibly proud moment for our agency. We couldn’t be more thrilled to share this loved campaign with the US.”
“I’m thrilled to bring our ‘Tonight, I’ll be eating…’ (TIBE) platform to the US and Canada,” said Georgie Jeffreys, Head of Marketing for the US & Canada at Uber Eats. “It was a natural progression since TIBE has proven to be a highly effective advertising campaign for Uber Eats. It has helped drive record levels of customer penetration and brand affinity in the five markets in which it’s now live, and we’re excited to continue to expand the franchise with this latest launch.”
Tom Martin and Julian Schreiber, Joint CCO’s and Partners at Special Group, said: “We’re very proud ‘Tonight I’ll Be Eating’ has become such a cultural phenomenon in Australia and is being taken to the US and Canada. Bringing together two iconic space legends who’s appeal crosses generations feels like the right way to introduce ‘Tonight I’ll Be Eating’ to the US’. It is not often Australian creative work travels to the other side of the world, and we are extremely excited to watch this platform grow.”
SPECIAL GROUP AUSTRALIA
Lindsey Evans: Founding Partner
Cade Heyde: Founding Partner
Julian Schreiber: CCO & Partner
Tom Martin: CCO & Partner
Rebecca Stambanis: Strategy Director & Founding Partner – Melbourne
Jon Marshall: Creative Director
Stuart Brown: Creative Director
Caitlin Miller: Business Director
Will Sealey: Business Director
Esther Perls: Producer
Eileen Cosgrove-Moloney: Team Lead
Emily Stewart: Casting Director
Lachlan Stewart: Social Lead
Jesse Sinkiewicz: Business Affairs
Danielle Trivisonno Hawley: Global Executive Creative Director
Georgie Jeffreys: Head of Marketing, US & Canada
Lauren Hussey: Senior Marketing Manager
Natalie Purbrick: Creative Director
Jessica Van Rooyen: Marketing Manager
Otto Linwood III: Creative Production Manager
Lexi Levin: Consumer Communications Manager
Rashad Suarez: Business Affairs Manager
Gracie Childress: Media Manager
Brian Carmody: Owner
Guy Shelmerdine: Director
Alison Junzman: EP
Donald Taylor: Producer
Edu Grau: DP
Andy McGraw: Editor
Matt Beradi: Jr. Editor
Roy Herbert: Assistant Editor
Greer Bratschie: Prodcuer
Dmitri Zola: Colorist
Diane Valera: Producer
Phil Crowe: CC & Founder
Enca Kaul: Head of Prodution
Glen Galloway: Owner/ Composer / Sound Design
Jordan Metzler: Audio Mixer
Melissa Elson Brewer: Producer
Marco Tornillo: Assistant Mixer
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