Uber One uses Grammy® Award-winning vocalist Michelle Williams’ humorous skills in a lighthearted and accessible new advertisement to emphasise the indisputable advantages of its membership programme.
Campaign Makes Use of Self-Awareness and Humour
Expanding upon the “Savings that Don’t Disappoint” series on the platform, the ad wryly engages with the current online debate around Williams’s supposed membership in the legendary 90s girl group Destiny’s Child. Williams appears in the campaign’s opening scene, strolling across Sydney’s Botanic Gardens wearing an extravagant outfit. A sequence of comical situations transpire, exhibiting her funny self-awareness as she merrily maneuvers around instances of misidentification.
Highlights of the Campaign Proposition of Value
In spite of these humorous moments, the commercial deftly highlights Uber One membership’s true worth. Williams highlights the satisfaction of taking use of the platform’s cost-saving features on Uber Eats deliveries as well as trips throughout the campaign.
Key Players’ Quotations:
Michelle Williams says, “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.”
“Michelle Williams brings star power and great comedic timing throughout the hero film and supporting creative. 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.” says Channa Goonasekara, the ANZ Brand Lead for Uber Eats.
Also read: Myntra Elevates Sneaker Culture with CGI-Led Campaign
Special Uber APAC Creative Directors James Sexton & Sarah Parris: “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.”
A wide range of assets are used in the campaign, which runs from March 3rd to April 3rd, across a number of media platforms, including TV, internet video, billboards, radio, and social media.
This lighthearted and personable ad deftly highlights the advantages of Uber One membership while striking a chord with viewers through humour and self-awareness. Michelle Williams’s comic timing and star power ensure that the ad will make an impact and garner attention.
