Former tennis champion Andre Agassi, notorious for his iconic mullet, has embraced a new chapter for Uber One’s latest campaign through independent creative group Special. The ad coincides with the Australian Open 2024 (AO), currently on air via broadcaster Nine.
The campaign premise centres on Agassi as he regrets his hair loss amidst a stadium teeming with mullet sporting fans, players, officials, cameramen, TV commentators, and even a canine companion. Luckily a notification of his Uber One savings offers a silver lining to the tennis legend.
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To mark the campaign’s launch, Uber One is offering it members complimentary electric vehicle rides to the Melbourne tennis precinct for the next two weeks in partnership with Kia. The campaign is further bolstered by a multi-channel operation, spanning TV, BVOD, online video, OOH, radio, social, and owned channels.
“When I first heard about the mullet joke I knew it would land well because I was familiar with Uber’s creative campaigns featuring some of my tennis contemporaries like Serena Williams and Rafael Nadal,” said Agassi.
“My family and I are frequent users of Uber and Uber Eats, so I was happy to work with their team and be part of this campaign.”
David Griffiths, head of marketing Uber Australia New Zealand, described the collaboration’s intention to blend a self-deprecating tone with the global tennis icon’s influence.
Griffiths said, “We anticipate this campaign will both underline that Uber One’s ‘savings don’t disappoint’ and be a precursor to more mullets appearing in sports clubs and workplaces in 2024. We make no apologies for either.”
James Sexton, Special Uber Australia Pacific creative director added in jest, “Life’s full of disappointments, a first date, the ending of that TV show, the adaptation of your favourite feline based theatrical show, or simply that mullets are back and the majestic mullet you had in your prime is long gone.
“Luckily for Andre and all Aussies, Uber One savings are definitely not disappointing.”
See also: Special Australia is appointed as the creative agency for Coopers
Top Image: Andre Agassi