We recruited the newest-member of family-favourite band The Wiggles, adding The Grey Wiggle. We recruited famed talent show judge, record executive, producer and celebrity manager Simon Cowell for his return to Australian TV screens. This time joining Australia’s most iconic household entertainment group – The Wiggles as part of Uber Eats’ latest and most unexpected iteration of its now world-famous ‘Tonight I’ll Be Eating’ franchise.
The campaign features Cowell – a world renowned professional music critic – starring as the ‘Grey Wiggle’, the latest member of the family-favourite band. Throughout the campaign Cowell is seen bringing his unique acid tongue to the rainbow skivvied Wiggles as he dishes out brutally direct feedback to the much-loved entertainment group.
Says Max McKeon, Uber APAC creative director, Special Group Australia: “The ‘Tonight I’ll Be Eating’ brand platform has made its way to over seven different countries, but our latest campaign brings it home strong again – pitting the harsh critique of Cowell against the unbending optimism of the Wiggles. It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathise.”