Seen+Noted: “Take me back to the 80s” as Cher turns back thyme in latest Uber Eats campaign
Goddess of Pop Cher is lending her globally renowned visage and voice to the latest Uber Eats campaign, developed by Special Australia.
The film, directed by Mark Molloy through Exit Films / Smuggler, opens with the legendary Oscar, Emmy and Grammy winner walking past golden architraves including gold records and gold sequined boots humming her 1989 hit If I Could Turn Back Time and gazing longingly into a mirror before pulling out her phone and searching for a time machine.
Her daydream is interrupted by the doorbell. While opening the door and looking inside an Uber Eats bag, Cher discovers a time machine and commands the retro-looking contraption to “Take me back to the 80s”.
In a whirl of sparks and flashing lights, the transcendent performer is transported back in time to the 1680s with Cher on top of a cannon (an homage to her iconic music video clip filmed atop the USS Missouri). The muddied locals are confused by her appearance, noting, “She’s both young and old at the same time.” They soon decry that she must be a witch!
Objecting to that characterisation, Cher protests – “I’m not a witch, I’m an icon,” but the locals don’t believe her – commencing a hurried trial and stripping Cher of her knee high boots. Flickering flames precede frenzied scenes of chanting crowds before we jump back to the present day where Cher continues to hum her famous track while cooking with thyme.
“I get approached to do commercials all the time – but the creativity and hilarity that Uber Eats presented appealed to me right away. I am really proud of the final product. I sincerely hope Uber will get me back my boots,” said Cher.
“There’s not a single syllable in showbiz that projects more starpower than Cher. We reached for the stars and found a way to bring one of her most nostalgic songs and some of Cher’s most iconic outfits from her enduring career into our latest campaign. This is a high watermark for our Get Almost, Almost Anything series. Cher’s performance reminds audiences that while Uber Eats can get you thyme delivered, we can’t turn back time – and as it turns out that’s probably a good thing,” said Uber Eats Brand Lead ANZ, Channa Goonasekara.
“Uber Eats is on a mission to bring people thyme and to save them time, I can think of no better ambassador than Cher. Given her timeless appeal it is our hope that this campaign will resonate instantly and remind Australians of the host of everyday items you can get delivered with Uber Eats,” said Uber Head of Marketing, Nicole Bardsley.
The 60-second launch film will be followed with shorter narratives as well as social media and out of home assets.
Uber Eats
Senior Director of Marketing, International: Lucinda Barlow
Senior Director of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Brand Lead, ANZ: Channa Goonasekara
Brand Marketing Manager: Rebecca Macciolli
Brand Marketing Associate: Holly Dover
Global Executive Creative Director: Danielle Hawley
Creative Director, APAC: Adam Ledbury
Associate Creative Director: Yessy Downs
Director Communications, ANZ: Peta Fitzgerald
Head of Delivery Communications, ANZ: Nick Vindin
Media Lead, ANZ: Rob Maddison
Strategy Lead, APAC: Josh Pickstone
Sr. Marketing Manager, NZ: Olivia Sykes
Talent and Legal: Cameron Loughlin, Jessica Shao
Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative Directors: James Sexton & Harry Neville-Towle
Lead Creatives: Hannah McCowatt & Laura Grimshaw
Managing Director: Lauren Portelli
Team Leads: Rachel McEwen, Laura Little
Business Director: Claire Emery
Business Manager: Oscar Kennedy
Head of Strategy: Celia Garforth
Strategy Director: JJ Bender
Head Of Film Production: Sevda Cemo
Executive Producer: Wendy Gillies, Paul Johnston
Integrated Producer: Will Sealey
Head Of Stills: Nick Lilley
Stills Producer: Danielle Senecky
Head Of Design: Adam Shear
Designer: Maggie Webster, Cameron Morris
Finished Artist: Jen Bailey, John Rivera
Exit Films / Smuggler Films
Director: Mark Molloy
Cinematographer: Robert Elswit
Executive Producer: Leah Churchill-Brown
Producer: Alexandra Taussig
Producer: Luigi Rossi
1st AD: Peter Kohn
Casting Director: Jodi Sonnenberg
Chee Productions
Executive Producer: Tamiko Wafer
Executive Producer: Matt Chee
Photographer: Christopher Tovo
Digital Operator: Jake Lowe
Retouching: Cream Studios
The Editors
Editors: Stewart Reeves
Managing Director: Nicoletta Rousianos
Executive Producer: Rita Gagliardi
Lead Flame Artist: Eugene Richards
Colourist: Fergus Rotherham
Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designer: Daniel William
Sound Executive Producer: Michael Gie
BTS Press: Tony Gardiner ACS
Media Agency: EssenceMediacom
Retail Agency: Hatched