All Blacks and Black Ferns team up for new Uber campaign via Special

It turns out when the All Blacks and Black Ferns aren’t playing rugby on the world stage, 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 Head of Marketing, APAC Andy Morley says: “We’re excited to be linking up with both the All Blacks and the Black Ferns – and featuring them equally across the campaign – is because we know these athletes appreciate the convenience of Uber and Uber Eats when they are on the road or at home just as much as the rest of us – they’re super authentic advocates.”

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.  

John Marshall, GM Special NZ says: “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.”  

Julian Schreiber Co-CCO Special Aus says: “The All Blacks and Black Ferns are typically portrayed as highly skilled rugby players in marketing, so it seemed refreshing to showcase instead their humanity by showing they order food to be delivered while relaxing in front of the TV and grabbing an Uber if they’re in a rush or want the convenience.”. 

The campaign shows New Zealand’s rugby royalty embracing the convenience of Uber and Uber Eats in a series of highly relatable moments. 

Black Ferns Tenika Willison, Maia Roos, and Liana Mikaele-Tu’u show that sometimes ordering an Uber is more convenient. 

All Blacks Ardie Savea, Dane Coles, and Ethan de Groot are seen ordering Uber Eats after a kitchen creation fails to meet expectations and someone forgot to empty the dishwasher. 

The advertisements went live Saturday 29th July, with the partnership coming to life in five-star fashion with Uber funding discounts on rides on Uber Pool during the Bledisloe Cup and discounts on restaurant meals from thousands of Aotearoa’s best local restaurants across both Bledisloe matches to deliver matchday magic to spectators from the outset.

The campaign was produced by creative agency Special. They will run across a range of platforms including TV, Digital, Social, OOH.

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