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Creative

Lil Nas X and Sir Elton John Are Ordering in with Uber Eats in Latest Campaign

Special Group US teams up with Smuggler's Guy Shelmerdine on new 'Tonight I’ll Be Eating' spots

Lil Nas X and Sir Elton John Are Ordering in with Uber Eats in Latest Campaign

Lil Nas X and Sir Elton John are the stars of Uber Eats’ newest 'Tonight I’ll Be Eating' campaign. Each unapologetically themselves, iconically unique and cross-generational kindred spirits, they humorously riff off of each other in the campaign for the delivery app, breaking today. 

Created by Special Group US, the latest installment of the campaign showcases the obvious chemistry and light-hearted banter between the two - who have spent the last few months collaborating on music together. In a 30-second spot 'Rides', Elton is on a mechanical rocket ship and Lil Nas X a grocery-store pony ride, as they declare their Uber Eats' orders. Elton tries to borrow some change for his stalled ride but Lil Nas X can’t believe that the superstar is skint. 

Another 15-second spot 'Casual Friday' features an iconic outfit swap between the two - their idea! Elton struts in one of Lil Nas X's Old Town Road-era pink cowboy suits and hats, which he wore at the Grammys, while Lil Nas X wears one of Elton's most outlandishly feathered costumes, worn in the Rocketman movie. They gush about how fabulous the other looks.

“This is a very exciting edition of our 'Tonight I’ll Be Eating' campaign,” said Georgie Jeffreys, head of Uber Eats marketing in the U.S. & Canada. “Not only is it the first time we’re highlighting Uber Eats’ grocery, alcohol, and convenience offerings, but we have Sir Elton John and Lil Nas X starring - two trailblazing artists that have made the world think differently about culture and creativity.”


Media spans broadcast, online video and digital platforms, along with outdoor and extensive social channels in global markets with a focus on the US and Canada. The work was directed by Guy Shelmerdine of Smuggler.

“They are both such visual performers. It was amazing to bring those worlds together,” said Matthew Woodhams-Roberts, ECD, Special Group US. “The iconic wardrobe and style from both Nas and Elton was electrifying and played so well off each other.”

“They come from different generations and different genres, but ultimately there’s such a fantastic similarity that they share,” noted Dave Horton, ECD, Special Group US. “Seeing them together seems to amplify their force.” 

The campaign is the latest in the celebrity mash-ups presented by Uber Eats and Special Group. The “Star Wars” x “Star Trek” showdown featured Sir Patrick Stewart and Mark Hamill meeting for the first time on Earth. Simone Biles and Jonathan Van Ness shared their orders and a love of gymnastics, while the epic Mike Myers and Dana Carvey “Wayne’s World” reunion featuring Cardi B was a star of the Super Bowl sponsor line-up.

Featured Companies: SMUGGLER

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Credits

Client: UBER EATS

Chief Marketing Officer: Thomas Ranese

Global Head of Brand: Shivram Vaideswaran

Head of Marketing US & CAN: Georgie Jeffreys

Global Creative Director: Natalie Purbrick

Global Executive Creative Director: Danielle Hawley

Director of Global Production Carey Head

Head of Business Affairs: Rashad Suarez

Global Social Media Lead, Delivery: N'Yaisha Aziz

Creative Producer: Alexis Bley

Senior Marketing Manager: Liza Keller

Senior Consumer Communications Manager: Lexi Levin Mitchel

Brand Media Lead: Gracie Childress

Agency: SPECIAL GROUP U.S./Australia

Founding Partner US / CCO: William Gelner

Executive Creative Director: Dave Horton

Executive Creative Director: Matthew Woodhams-Roberts

Creative Director: Brandon Davis

Creative Director: Jon Marshall

Associate Creative Director: Alyssa Cavanaugh

Associate Creative Director: Ryan Siepert

Associate Creative Director, Design: Alex Lumain

Social Lead: Lachlan Stewart

Founding Partner US / Managing Director: Caroline Jackson

Senior Account Director: Rafik Massoud

Account Supervisor: Sarah Newton

Founding Partner US / Head of Strategy: Kelsey Hodgkin

Strategy Director: Janet Shih

Head of Production: Esther Perls

Senior Producer: Chelsea Larner

Producer: Chloe Seitz

Head of Business Affairs: Latanya Ware

Head of Operations: Veronica DeLaRosa

Head of Finance: Karen Lo

Founding Partner Aus / Joint CEO: Cade Heyde

Partner Aus / CCO: Tom Martin

Partner Aus / CCO: Julian Schreiber

Media: MEDIACOM

Managing Partner, Strategy: Rob Frost

Managing Partner, Video Investment: Martin Blich

Group Account Leader: Laura Lefever

US Planning Lead, Uber: Emma Rogers

Associate Director of Strategy: Bobby Edwards

Associate Director, Planning: Meg Blauvelt

Associate Director, Video Investment: Diana Bartumioli

Media Supervisor: Caroline Nee

Production: SMUGGLER

Director: Guy Shelmerdine

Co-Founder: Patrick Milling-Smith

Co- Founder: Brian Carmody

Executive Producer: Allison Kunzman

Chief Operating Officer: Andrew Colon

Head of Production: Alex Hughes

Producer: Donald Taylor

Social Production: FANCIFUL FOX

Director: Richard Downie

EP: James Toth

Producer: Christopher Broyles

Edit: WORK EDITORIAL

EDITOR: Rich Orrick

EDITOR: Nick Rondeau

EDITOR: Oliver Hecks (social)

HOP: Marlo Baird

EP: Brandee Probasco

Producer: Evan Cohen

VFX: MILL

Color: MPC Color

Colorist: Dimitri Zola

Color Assist: Taylor Pool

Executive Producer, Color: Meghan Lang

Producer: Phoebe Torsilieri

Sound + Mix: ELEVEN

Audio Post Studio: Eleven

Mix/Sound Design: Jordan Meltzer

Asst Mixer: Marco Tornillo

Executive Producer: Melissa Elston

Category: Food delivery platform , Retail and Restaurants

Genre: Comedy