Uber Eats Tickle Tennis Fans With Aussie Open Embedded Ads

The series of ads—a riff on Uber Australia and New Zealand’s famous “Tonight I’ll Be Eating”—have been integrated in a manner that they seem like a part of in-game interaction until the Uber Eats delivery enters the screen. They feature cameos from Caroline Wozniacki, Nick Kyrgios, Rafael Nadal, Thanasi Kokkinakis, Daria Gavrilova alongside ground staff, including a cameraman, filmed inside Melbourne Park’s Rod Laver Arena.

Nine Entertainment, broadcast partner for Tennis Australia had earlier announced the food tech brand as one of its top sponsors and partners.

In his statement to Australian newspaper The New Daily, Steve Brennen, director of marketing Uber Australia and New Zealand (ANZ), says that ‘the company saw the opportunity for the films to catch unsuspecting viewers off-guard during relentless ad breaks’.

“The intention of the ads has always been to entertain and excite our audience, plus have some fun with the inclusion of celebrities and unexpected heroes,” Brennen told The New Daily.

Uber’s latest Aussie Open campaign clearly demonstrates how sports sponsorship gives you the platform to create lively, humorous content in an agile way. And most brands worth their crust are acutely aware this goes beyond logo impressions but as a means to authentically engage audiences with solid storytelling.