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Creative

Party Time! Excellent! Uber Eats Revives Wayne's World for the Super Bowl

Exqueeze me? Wayne, Garth and Cardi B (yes, really) give the ad industry a bit of a cheeky ribbing in this excellent campaign from The Special Group and SMUGGLER's Guy Shelmerdine

Party Time! Excellent! Uber Eats Revives Wayne's World for the Super Bowl

Mike Myers and Dana Carvey, the stars who created and brought to life local-access legends Wayne Campbell and Garth Algar on the classic 'Saturday Night Live', 'Wayne’s World' skits and on the big screen, have reunited to ask viewers to ‘Eat Local’ on behalf of Uber Eats. Joining them in Wayne’s basement rec room is chart-topping rapper Cardi B, who flexes her flair for comedy in the 60-second Super Bowl spot, which will air in the third quarter.

The spot, 'Eat Local', by independent creative company Special Group U.S. and Australia, opens with the memorable, guitar riff intro: “Wayne’s World, party time, excellent.” The spot leverages Wayne and Garth’s jovial personalities to give the advertising industry some good-natured ribbing.

The pair wants viewers to support their local restaurants but claim they’d never manipulate audiences to do so. Of course, the rest of the spot is a mash-up of some of the industry’s classic persuasive tactics. There’s subliminal messaging, a cutaway of Garth, with flowing, blonde curls attempting a sex-sells approach and Wayne bouncing a lookalike baby in an 'Eat Local' t-shirt on his knee.

“We’d never shamelessly rely on a celebrity cameo,” says Wayne, as the camera pulls back to show special guest Cardi B perched on the rec-room couch, making a celebrity cameo. Cardi B joins the guys in a TikTok-style dance sequence, the ad industry’s latest obsession. The spot ends with an invitation to visit the Eat Local website to locate affiliated restaurants.

“We’re so excited to partner with Mike Myers and Dana Carney to bring Wayne’s World back to help support local restaurants,” said Danielle Hawley, global executive creative director at Uber. “We hope that by reuniting local access stars Wayne and Garth, accompanied by none other than Cardi B on the Super Bowl stage, we encourage America to Eat Local."

William Gelner, Special Group U.S.’s chief creative officer, said: “We’re using our place on the world's biggest stage to do something truly important: support local restaurants. And to do so we're bringing the original local access TV heroes, Wayne and Garth. We've all seen a lot of work that does ‘good’. But this one does it while making people laugh. It feels like the world could really use that right now.”


The Uber Eats spot goes well beyond the Super Bowl. A 30-second teaser fittingly previewed during 'Saturday Night Live' on 30th January. Mike Myers will appear on fellow SNL-alum Jimmy Fallon’s 'Tonight Show' on 4th February to talk about reviving Wayne for Uber Eats along with the app-based delivery service’s $20 million restaurant-relief program.

In addition to appearing in the Super Bowl campaign, Myers and Carvey will appear in a two and a half-hour video, starring rock icon Alice Cooper, that rolls the credits for the 100,000 local restaurants available on the Uber Eats app. The video will be posted on YouTube and Uber Eats’ social-media outlets immediately after the big game. 


“We know it’s a rare person who would sit down through all these restaurant listings, so we made the video scrollable by location and we also made it fun to watch,” said William. “Alice, Mike and Dana chat about the origins of football, goof around with 3D glasses and they even compose and perform a song. They make it well worth the watch. The video also taps into the Slow TV trend where people stream such things as real-time train rides.”

Previously, the Uber Eats celebrity face-offs have included Sir Patrick Stewart and Mark Hamill featuring in a verbal food fight and a match-up on the gymnastics floor between Olympic medalist, Simone Biles, and ‘Queer Eye’ star Jonathan Van Ness. 

Featured Companies: SMUGGLER , MPC LA

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Client

Client: UBER EATS

VP Global Marketing: Thomas Ranese

Global Executive Creative Director: Danielle Hawley

Head of Marketing US/CAN: Georgie Jeffreys

Global Head of Brand: Shivram Vaideswaran

Global Executive Producer: Otto Linwood

Head of Campaign and Partner Marketing: Lauren Hussey

Global Creative Director: Natalie Purbrick

Senior Business Affairs Manager: Rashad Suarez

Global Social Lead: Chris Jackson

Consumer Communications Manager: Lexi Levin Mitchel

Marketing Manager: Vrinda Jhawar

Media Manager: Gracie Childress

Agency

Agency: SPECIAL GROUP U.S./Australia

Founding Partner / CEO: Lindsey Evans

Founding Partner / Managing Director: Cade Heyde

CCO / Partner: Tom Martin, Julian Schreiber and William Gelner

Creative Director: Dave Horton and Matthew Woodhams-Roberts (all mediums)

Creative Director: Eron Broughton (social)

Copywriter: Jon Marshall (TVCs)

Art Director: Amy Su (stills)

Account Directors: Caitlin Miller and Carine Johannes

Senior Producers: Esther Perls (all mediums) and Jamie Ostrove

Business Affairs: Jeff Estow

Celebrity Management: The Marketing Arm

Celebrity + IP Procurement VP: Matt Fleming

Production: SMUGGLER

Director: Guy Shelmerdine

Co-Founders: Patrick Milling-Smith and Brian Carmody

Executive Producer: Allison Kunzman

Chief Operating Officer: Andrew Colon

Head of Production: Alex Hughes

Producer: Donald Taylor

Social Production

Social Production: FANCIFUL FOX

Director: Richard Downie

EP: James Toth

Producer: Brian Walsh

Editorial

Edit: CARTEL

EDITORs: Andy McGraw and Matt Berardi

EPs: Lauren Bleiweiss and Alaina Zanotti

ASSistants: Dusten Zimmerman, Zach Edwards and Roy Herbert

PRODUCER: Sarah Schachte

VFX

VFX: PARLIAMENT

Colour

Colour: MPC Color

Colourist: Dimitri Zola

Colour Assist: Taylor Pool

Executive Producer, Colour: Meghan Lang

Senior Colour Producer: Diane Valera

Associate Producer: Phoebe Torsilieri

Sound and Audio

Sound and Mix: ELEVEN

Audio Post Studio: Eleven

Mix/Sound Design: Jordan Meltzer

Asst Mixer: Marco Tornillo

Executive Producer: Melissa Elston

Producer: Jeff Martin

Music: NEW MATH

Creative Director: Dave Wittman, Ray Loewy

Executive Producer: Kala Sherman

Producer: Jake Falby

Composers: Casey Smith, Joe Spallina

Category: Food delivery platform , Retail and Restaurants