Special Group storms the Super Bowl

Special’s new Los Angeles office may only be five months old, but it’s already creating a lot of attention in America.

Their first commercial featuring Star Wars’ Mark Hamill and Star Trek’s Sir Patrick Stewart for Uber Eats was shared over 135 million times in just two weeks.

But it’s their first Super Bowl commercial that has really made the American marketing industry sit up and pay attention.

The commercial reunited the lead characters from ‘Wayne’s World’ (Mike Myers and Dana Carvey) along with a cameo by none other than Cardi B, all in an effort to encourage Americans to ‘Eat Local’.

And it’s certainly gone down a storm, with an impressive list of achievements already: #1 on Twitter’s Brandbowl for most mentions and retweets, #2 on Rolling Stone’s list, #3 on Billboard’s list, #4 most watched ad on YouTube, and making People Magazine’s Top 5 best ads. 

In a country where a 30 second spot in the Super Bowl costs almost NZD$ 8 million, creating attention beyond those 30 seconds is crucial.

The campaign was created by a team led by Special USA CCO William Gelner, Special Australia’s CCO’s Tom Martin and Julian Schreiber and Managing Partner Cade Heyde, together with LA creative team Dave Horton and Matthew Woodhams-Roberts. It was shot by SMUGGLER director Guy Shelmerdine.

Special Group Founder/CEO/CCO Tony Bradbourne says: “The ‘Tonight I’ll be eating…’ platform, and the way that these commercials become cultural moments that hundreds of millions of people share and talk about, has really led the entire home delivery category globally.

“Hats off to Georgie Jeffreys (Uber Eats’ Head of Marketing) for being such a smart and driven marketer and to Tom, Julian, Cade, William and the whole Uber Eats team across Special Group for consistently creating brilliant campaign after brilliant campaign.”

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