Uber Eats has launched a new commercial in Australia featuring the legendary singer and actress Cher. The ad is part of the company’s ongoing ‘Get Almost, Almost Anything’ campaign, emphasizing that Uber Eats delivers more than just food. Created by Special Sydney, the campaign combines nostalgia, humor, and a twist of fantasy to engage audiences.
Uber Eats X Cher
A Nostalgic Nod to “If I Could Turn Back Time”
The commercial opens with Cher humming her 1989 hit song “If I Could Turn Back Time.” She stands in front of a mirror, appearing lost in thought, before picking up her phone and searching for a time machine on Uber Eats. Moments later, her order arrives.
Upon opening the Uber Eats delivery bag, Cher is surprised to find an actual time machine inside. Without hesitation, she activates it, aiming to transport herself back to the 1980s. However, the machine malfunctions, sending her to the 1680s instead.
Cher’s Unexpected 1680s Adventure
Instead of her intended destination, Cher lands in the 1680s, right atop a cannon, covered in dirt. The locals, confused and alarmed by her appearance, begin whispering amongst themselves. One villager remarks, “She’s both young and old at the same time.” Another exclaims, “She must be a witch!”
Despite her protest, “I’m not a witch, I’m an icon!”, the villagers remain unconvinced. She is swiftly put on trial, and, to her dismay, even has her iconic knee-high boots confiscated.
Just as the scene intensifies, with flames flickering and the crowd chanting, the ad jumps back to the present day, where Cher is seen calmly cooking. She playfully sprinkles some thyme into her dish—an amusing reference to the time-travel theme.
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Cher on Her Uber Eats Commercial Experience
In a press release, Cher expressed her excitement about working with Uber Eats on this project: “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.”
Uber Eats’ Marketing Strategy & Brand Insights
Uber Eats’ brand lead for ANZ, Channa Goonasekara, highlighted the significance of Cher’s involvement: “There’s not a single syllable in showbiz that projects more star power 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 into our latest campaign.”
Goonasekara also humorously noted: “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.”
Nicole Bardsley, Uber Eats’ head of marketing, added: “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.”
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Multi-Platform Campaign Rollout
The 60-second commercial serves as the centerpiece of the campaign, but Uber Eats has also developed shorter versions for social media and digital platforms. Additionally, the campaign includes:
- Billboards
- Outdoor advertisements
- Online promotional content
Uber Eats’ Celebrity-Powered Marketing Approach
Uber Eats is known for its celebrity-driven campaigns. In the past, the brand has featured major personalities such as Elton John, Kim Kardashian, and top sports stars. These collaborations have successfully built strong brand recognition and reinforced Uber Eats’ beyond-food delivery offerings.
With this campaign, Uber Eats continues its strategy of using humor, pop culture references, and celebrity endorsements to connect with consumers.
