ABs & Ferns prove they’re just like the rest of us in Uber campaign via Special

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AUCKLAND, Today: The All Blacks and Black Ferns are respected for what they do on the rugby field. But when they’re not playing rugby on the world stage, they say 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.

Uber APAC head of marketing Andy Morley said: “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.”

“Most of us can’t sidestep like the All Blacks and Black Ferns do – but when it comes to ordering an Uber to avoid the rain, we’re all pretty much the same.”

Special NZ GM John Marshall said: “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.”

The campaign was produced by Special for a range of platforms including TV, Digital, Social, OOH.


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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