The All Blacks and Black Ferns are Just Like the Rest of us in New Uber Campaign

According to a new campaign, while the All Blacks and Black Ferns are revered for what they do on the rugby field,  when they’re not playing rugby on the world stage, they use Uber Eats and Uber the same way the rest of New Zealand does.

To celebrate the new partnership between Uber and New Zealand Rugby (NZR), the All Blacks and Black Ferns players star in the ‘They Eats / Rides like us” campaign, developed by Special Group.

“We’re excited to be linking up with both the All Blacks and the Black Ferns – and featuring them equally across the campaign – because we know these athletes appreciate the convenience of Uber and Uber Eats when they are on the road or at home just as much as the rest of us – they’re super authentic advocates,” said Uber Head of Marketing, APAC Andy Morley.


While most rugby alignments see brands celebrating the high-performance athleticism of players, this campaign shows the regular, day-to-dayside of these sporting icons, notes John Marshall, GM Special NZ.

“Most of us can’t run, tackle, kick, pass, fend and sidestep like the All Blacks and Black Ferns do. But when it comes to ordering an Uber to avoid the rain, or getting some tasty tacos delivered to our doorstep, we’re all pretty much the same. We wanted to celebrate that commonality and show that these rugby stars are human, after all.”

“We love working with the Uber and Uber Eats team who challenge us to make the best creative work.”


Julian Schreiber Co-CCO Special Australia added “The All Blacks and Black Ferns are typically portrayed as highly skilled rugby players in marketing, so it seemed refreshing to showcase instead their humanity by showing they order food to be delivered while relaxing in front of the TV and grabbing an Uber if they’re in a rush or want the convenience.”

Black Ferns Tenika Willison, Maia Roos, and Liana Mikaele-Tu’u show that sometimes ordering an Uber is more convenient. All Blacks Ardie Savea, Dane Coles, and Ethan de Groot are seen ordering Uber Eats after a kitchen creation fails to meet expectations and someone forgot to empty the dishwasher.


Client: Uber And Uber Eats

Senior Director, Head Of International Marketing, Uber: Lucinda Barlow

Director Of Marketing, Uber & Uber Eats Apac: Andy Morley

Marketing Manager Anz: Olivia Sykes

Senior Marketing Manager / Brand Lead Anz: Channa Goonasekara

Creative Director Apac: Adam Ledbury

Senior Communications Manager Anz: Nick Vindin

Communications Director: Peta Fitzgerald


Creative Agency: Special

Production Company:  REVOLVER

Social Agency: Hello Social

PR Agency: Acumen

Media agency: Essence Media

Director:  Fiona McGee
Post Production:  The Editors, Sydney

Music & Sound House: Liquid Studios, Auckland

Photography: Steven Boniface

Retouching: Jason King

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