Uber One and Special served up a very funny spot ahead of the Australian Open last month, featuring tennis superstar and former mullet-sporter Andre Agassi, winning B&T‘s Campaign of the Month for January.
The campaign saw the funny campaign executed across TV, BVOD, online video, OOH, radio, social and owned channels.
Agassi, naturally, is disappointed at having lost his mullet when surrounded by mullet-wearing fans, players, officials, cameramen, TV commentators — and even a dog.
“When I first heard about the mullet joke I knew it would land well because I was familiar with Uber’s creative campaigns featuring some of my tennis contemporaries like Serena Williams and Rafael Nadal,” said Agassi. “My family and I are frequent users of Uber and Uber Eats, so I was happy to work with their team and be part of this campaign.”
“We’ve fused our self-deprecating tone with one of the most lauded tennis identities globally to show that while there are disappointing moments in life – our membership platform Uber One isn’t one of them. Working in collaboration with an internationally celebrated figure like Andre Agassi enables us to embed that message in an unforgettably compelling way. We anticipate this campaign will both underline that Uber One’s ‘savings don’t disappoint’ and be a precursor to more mullets appearing in sports clubs and workplaces in 2024. We make no apologies for either,” said head of marketing at Uber ANZ, David Griffiths.
“Life’s full of disappointments, a first date, the ending of that TV show, the adaptation of your favourite feline-based theatrical show, or simply that mullets are back and the majestic mullet you had in your prime is long gone; luckily for Andre and all Aussies, Uber One saving are definitely not disappointing,” said Special Uber APAC creative director, James Sexton.
The Australian Open has become quite the advertising furore, with brands keen to reach the more million-plus fans attending the tournament, the men’s final reaching some 4.75 million Australians and KIA marketing boss Dean Norbiato hailing its reported $107 million partnership as the best sports sponsorship in Australia.
CREDITS
CLIENT: UBER
Sr. Marketing Director, International: Lucinda BarlowDirector 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
Social Media Senior Associate, ANZ: Chanelle Murray
Social Media Associate, ANZ: Vince Lam
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 & Kelly Griffiths
Business Manager: Genevieve Bowes
Head of Strategy: Celia Garforth
Strategy Director: JJ Bender
Head of Film & Content Production: Sevda Cemo
Senior Producer: Margot Fitzpatrick
Integrated Producer: Will Sealey
Head of Stills: Nick Lilley
Stills Producer: Danielle Senecky
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: Ross Giardina
POST PRODUCTION: ARC EDIT
Editor: Drew Thompson
Online: Richard Lambert
Executive Post Producer: Daniel Fry
Post Producer: Jess Ryan
AUDIO POST: RUMBLE STUDIOS
Senior Sound Designer: Cam Milne
Creative Director: Tone Aston
Executive Producer: Michael Gee
Audio Producer: Siena Mascheretti
STILLS PRODUCTION: CHEE PRODUCTIONS
Photographer: Christopher Tovo
Executive Producers: Matt Chee & Tamiko Wafer
SOCIAL PRODUCTION: SPECIAL MADE
Social Director: James Crawley
Social DOP: George Tyler
Social Offline Editor: Fraser Kelton
Social Online Editor: Brendon Killen
MEDIA AGENCY: EssenceMediacom
Client & Planning Lead: Nathaniel Thompson
Group Strategy Director: Marine Turner
Marketplace Director: Patrick Fakiye
Digital Director: Matt Leahy
