Australian Open and technology company Uber have announced the extension of their existing partnership beyond the Official Online Food Delivery App and Official Ridesharing Partner into new categories including the Official Online Grocery Delivery App and the Official Online Alcohol Delivery App of the AO.
To celebrate the deepening partnership, Uber Eats has unveiled a brand campaign which reflects the increased everyday use case of the Uber platform.
Designed uniquely for the first Grand Slam of the year, it features world No.1 and 2022 Australian Open women's champion Ash Barty, 2022 Australian Open men's doubles winner Nick Kyrgios and the voice of Australian summer – commentator and 22-time Grand Slam champion Todd Woodbridge.
The trio feature in three creative spots which all hinge on a moment of conflict before giving the audience the power to decide which ending they want to watch online.
"The Australian Open is the first world class event of 2022 and heading into our fourth year of partnership we wanted to do something different, surprising and rewarding," said Uber Eats, ANZ, Head of Marketing (Delivery), David Griffiths.
"Having made adventurous content available exclusively online is daring, but with both tennis players winning their respective finals and with Uber Eats offering more choice than ever with new categories like alcohol, grocery and personal care items on the platform, it made sense to celebrate that choice and give the audience the freedom to pick their own genre bending resolution."
"We are once again delighted to work in partnership with Uber on such an entertaining Australian Open campaign, this year focusing on the extension of our partnership categories as the Official Online Grocery Delivery App and Official Alcohol Delivery App of the AO," Tennis Australia Chief Commercial Officer Cedric Cornelis said.
The 2022 women's singles champion, Barty, who features in endings involving batteries, carrots and candles, said: “It’s great to work alongside a brand that is continuing to push the limits in creativity.
"This ad is a bit different to what we have done in previous years – filming a single commercial – but hopefully it's one the audience will enjoy.
"My spot ends with a cliff-hanger and the audience has the power to choose their own adventure. I think giving fans more control is a great way to build engagement for Uber Eats to show off their new grocery offering.”
Meanwhile, Kyrgios' his fun adverts have already been part of an unforgettable summer.
“I’ve been enjoying Uber Eats for years but this new grocery offering is a game changer – if the moment calls for a celebration you can also get some drinks or snacks.
"This new campaign shows in a humorous way how Uber Eats is there in more moments of everyday life,” added Kyrgios, who has endings involving tea, chocolate and bath salts.
All nine "this calls for" endings are a nod to the expanding choice and wide range of items available on Uber Eats as Uber continues to cement its status as the platform to go anywhere and get anything – reflected by the company's increasing partnership into new categories for 2022 with the AO.