The Kid LAROI becomes’The Man LAROI’ in latest Uber Eats campaign for the ‘ages’ via Special
Homegrown GRAMMY-nominated, multi-platinum global superstar The Kid LAROI transforms from youthful chart-topper to a prematurely ageing version of himself (who can’t keep up with his superstar lifestyle) in a new instalment of Uber Eats’ Get Almost, Almost Anything campaign via Special.
The cheeky campaign, directed by 3&7’s Steve Ayson, reminds viewers that Uber Eats can deliver more than their favourite takeaway, with a wide array of items available – from mouse traps and pet supplies to face masks and stationery.
The narrative is a classic case of be careful what you wish for: a self-deprecating admission that there are some things Uber Eats doesn’t deliver, illustrated through the chaos that would ensue if some people’s desires were, in fact, available on the app.
A 60-second hero film, with 30-second cutdowns and bespoke 15s, opens on a boardroom scene where The Kid LAROI’s record label executives are brainstorming a “more adult” image for their star. After being shushed because “the grown-ups are talking”, a frustrated Kid takes matters into his own hands, using Uber Eats to order a new name so he’s no longer seen as “the Kid” and finally gets the respect he craves.
As soon as the order is placed, a framed change-of-name certificate for ‘The Man LAROI’ is duly delivered. The artist formerly known as The Kid instantly morphs into a slightly older version of himself, his new, more “manly” look earning a fresh level of respect from the execs.
The problem? The ageing doesn’t stop there. In a matter of days, The Man rapidly ages into his 90s while still attempting to live the same superstar life. Everything quickly unravels – from hair loss and nodding off in the studio, to breaking a hip on stage, and finally being dropped by his label for no longer fitting their demographic.
With The Kid LAROI’s hit ‘Baby, I’m Back’ as the campaign soundtrack, Uber Eats ultimately delivers what he really needs – not a new name this time, but New York Cheesecake, as a once again youthful The Kid LAROI relaxes at home.
Says Peter Defries and Alan Wilson, Regional Group Creative Directors, Special: “Year after year, Uber’s Get Almost Almost Anything platform keeps pushing its ‘be careful what you wish for’ humour further. This time, the challenge was evolving it through a distinctly Aussie lens. That’s what made The Kid LAROI such a perfect fit: Australian to the core, and someone who didn’t just get the dark humour, but fully committed to it… even if it meant breaking a hip on stage.”
Says Uber’s ANZ Head of Marketing, Nicole Bardsley: “Get Almost, Almost Anything has become one of our most distinctive brand platforms, and this latest chapter pushes it further through humour and cultural relevance. The Kid LAROI brings an unmistakable energy to the story, helping us highlight the breadth of Uber Eats in a way that’s entertaining and memorable.”
The campaign launches 2 February and will run across TV, BVOD, OLV, YouTube, Meta, Snapchat, TikTok and digital audio.
Uber Eats
Senior Director, Head of International Marketing, APAC, EMEA, LATAM: Lucinda Barlow
Head of Marketing, ANZ: Nicole Bardsley
Sr. Marketing Manager, NZ: Dan Greenberg
Brand Marketing Manager: Holly Dover
Global Head of Creative & Brand: Danielle Hawley
Global Creative Director, APAC: Adam Ledbury
Communications Manager ANZ: Joshua O’Connor
Media Lead, ANZ & Taiwan: Rob Maddison
Head of International Marketing Strategy: Josh Pickstone
Legal: Cameron Loughlin, Jessica Shao
Social Media Manager, ANZ: Haley Evirgen
Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Regional Group Creative Directors: Peter Defries & Alan Wilson
Lead Creatives: Lauren Regolini, Locki Choi, Garret Fitzgerald
Managing Director: Lauren Portelli
Team Lead: Laura Little
Senior Business Director: Charlie Keeble & Will Payne
Business Managers: Annabel Malouf & Wendy Hoang
Regional Executive Strategy Director: Celia Garforth
Strategy Director: Henry Bilson, Kellie Box
National Head Of Production: Tash Johnson
Senior Producer: Christina Wilmot
Senior Integrated Producer: Alyce Guy
Production Assistant: Ada Tuna
Head Of Design: Adam Shear
Designer: Cameron Morris
Production Company: 3&7
Director: Steve Ayson
DOP: Sam Chiplin
Producer: Allison Lockwood
1st AD: Emma Schofield
Art Director: Ruby Mathers
Makeup / Hair Stylist: Mat Hornby
Prosethics: Odd Studios | Damian Martin, Mariel McClorey, Charlotte Johansen
Casting: Citizen Jane Casting – Natalie Jane Harvie
Post-Production: ARC
Editor: Jack Hutchings
Executive Producer – Daniel Bradford-Fry
Senior Producer: Sally Quade
VFX: BLOCKHEAD VFX
Creative Director: Nigel Mortimer
VFX Supervisor: Stefan Coory
Executive Producer: Charlotte Plowman
Senior Producer: Rachael Trillo
Senior Producer: Laura Noonan
Audio Post Production: Rumble Studios
Sound Design and Mix: Tone Aston, Daniel William, Dexter Cave
Executive Creative Producer: Michael Gie
Audio Producer: Irene Kakopieros
Music: Baby I’m Back
Artist: The Kid LAROI
Music & Talent Licensing: Mayflower Entertainment
Social
Director: Charles Grant
Producer: Steph Wilkinson
Production Manager: Ada Tuna
Social Edit: Monolux
1st AC: Darren Mak
Digi Op: Matty Patek
Gaffer: Mirco Guidon
Sound: Dylan Frost
Props Stylist: Cloe Jouin
Media Agency: EssenceMediacom
Retail Agency: RX
Talent Management: Mayflower Entertainment
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