A new campaign from Uber One poses the question: What’s a girl to do when you are in one of the world’s most iconic girl groups, but no one knows who you are?
Grammy award winner Michelle Williams finds herself in this situation, humorously dealing with not being recognized from her days with Destiny’s Child. The campaign, developed by Special, builds on the idea that while life is full of disappointments, Uber One savings do not disappoint.
The spot opens with Williams walking through Sydney’s Botanic Gardens wearing a power suit, white sunglasses, and an MW key chain. The singer plays up her lack of fan recognition as a series of mistaken identity moments follow. When someone does finally call out “Michelle!” it turns out to be a dog owner yelling at his chihuahua of the same name.
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“I love visiting Australia, I love the savings I score on Uber One and I love the Australian sense of humour, so this campaign was fun for me”, said Williams.
“Michelle Williams brings star power and great comedic timing throughout the hero film and supporting creative,” said Uber Eats ANZ Brand Lead, Channa Goonasekara.
“Through her performance she’s able to contrast the disappointment of being the ‘least favourite child’ with the joy of being an Uber One member. After this campaign, we’re confident more people will be saying Michelle’s name and realising that Uber One is savalicious.”
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Special Uber APAC Creative Directors, James Sexton & Sarah Parris added, “In the second instalment of the ‘Savings that Don’t Disappoint’ campaign Michelle Williams pokes fun at something the internet has been talking about for years. Michelle’s success and accolades are inarguable but in an iconic 90s girl group packed with megastars, it can be hard to stand out.”
The Michelle Williams iteration of the Uber One campaign will run from 3 March through April with a series of bespoke assets across TV, BVOD, online video, OOH, radio, CRM, social and owned channels.
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Credits
CLIENT: UBER
Sr. Marketing Director, International: Lucinda Barlow
Director 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
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, Nic Stevenson & Cara Simcock
Business Manager: Genevieve Bowes
Head of Strategy: Celia Garforth
Strategy Director: JJ Bender
Head of Film & Content Production: Sevda Cemo
Senior Producer: Wendy Gillies
Integrated Producer: Will Sealey
Head of Stills: Nick Lilley
Stills Producer: Di Williams
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: Danny Ruhlmann
POST PRODUCTION: ARC EDIT
Editor: Drew Thompson
Colourist: Ben Eagleton
Online: Heather Galvin
Executive Post Producer: Daniel Fry
Post Producer: Jess Ryan
AUDIO POST: RUMBLE STUDIOS
Senior Sound Designer: Cam Milne
Creative Director: Tone Aston
Partner/Executive Producer: Michael Gie
Producer: Siena Mascheretti
STILLS PRODUCTION: CHEE PRODUCTIONS
Photographer: Christopher Tovo
Executive Producers: Matt Chee & Tamiko Wafer
SOCIAL PRODUCTION: SPECIAL MADE
Social Director/DOP: Charlie Grant
Social Editor: Ollie Knocker
Social Colourist: Marcus Friedlander
MEDIA AGENCY: EssenceMediacom
Client & Planning Lead: Nathaniel Thompson
Group Strategy Director: Marine Turner
Marketplace Director: Patrick Fakiye
Digital Director: Matt Leahy
