Michelle Williams Humorously Deals With Not Being Recognized in New Uber One Ad

The former member of  Destiny’s Child, one of the top-selling groups of all time, takes a stroll in the park in Australia.

Vimeo

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.


 

Check it out.

“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.”

Vimeo

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.

MORE: The World Serves Andre Agassi Mullets Everywhere He Turns


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

Picture of APAC Ad Junkie

APAC Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet

newsletter

get more brand in your diet

We never share your info,
we only share ours