Destiny’s Child’s Michelle Williams stars in latest Uber One campaign via Special

Destiny's Child's Michelle Williams stars in latest Uber One campaign via Special

“She’s able to contrast the disappointment of being the ‘least favourite child’ with the joy of being an Uber One member.”

Uber has rolled out its latest campaign for its membership offering, Uber One, via Special, featuring Grammy-winning artist and former member of the early 2000s R&B group Destiny’s Child, Michelle Williams.

The latest campaign humorously highlights the perks of its membership program by drawing on Williams’ experiences of being frequently ignored despite her illustrious career.

The campaign reinforces the idea that while life is full of disappointments, Uber One savings do not disappoint. This concept was first introduced in the launch campaign featuring tennis legend Andre Agassi in January.

See also: Andre Agassi trades iconic mullet for savings in Special’s latest Uber campaign

The spot opens with her strutting through Sydney’s Botanic Gardens, clad in a power suit, white sunglasses, and an MW key chain. The singer pokes fun at not being recognised by fans as several cases of mistaken identity follow.

Channa Goonasekara, Uber Eats Australia and New Zealand brand lead, said: “Michelle Williams brings star power and great comedic timing throughout the hero film and supporting creative.

“Through her performance she’s able to contrast the disappointment of being the ‘least favourite child’ with the joy of being an Uber One member.”

Special Uber APAC creative directors, James Sexton and Sarah Parris added, “In the second instalment of the ‘Savings that Don’t Disappoint’ campaign Michelle Williams pokes fun at something the internet has been talking about for years.

“Michelle’s success and accolades are inarguable but in an iconic 90s girl group packed with megastars, it can be hard to stand out.”

The Michelle Williams iteration of the Uber One campaign will be promoted across platforms including TV, BVOD, online video, OOH, radio, CRM, social media, and owned channels, with a planned duration from March 3 to April.

See also: Uber snares Nicole Bardsley as head of marketing

Client: Uber
Senior marketing director, international: Lucinda Barlow
Director of marketing, APAC: Andy Morley
Head of marketing, ANZ: David Griffiths
Senior marketing manager, brand lead, ANZ: Channa Goonasekara
Marketing manager, ANZ: Rebecca Selth
Marketing associate, ANZ: Holly Dover
Senior manager, communications, ANZ: Nick Vindin
Executive creative director, international: Jerome Austria
Creative director, APAC: Adam Ledbury
Media lead, APAC: Louisa Chu
Strategy lead, APAC: Josh Pickstone
Legal director and talent manager, ANZ: Cameron Loughlin
Legal counsel and talent manager, ANZ: Jessica Shao

Creative Agency: SPECIAL
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative directors: James Sexton & Sarah Parris
Creatives: Lauren Regolini, Locki Choi, Edwin Concubierta & Ekin Gunes
Managing director: Lauren Portelli
Team lead: Rebecca Grant
Business directors: Edward Nash, Nic Stevenson & Cara Simcock
Business manager: Genevieve Bowes
Head of strategy: Celia Garforth
Strategy director: JJ Bender
Head of film and content production: Sevda Cemo
Senior producer: Wendy Gillies 
Integrated producer: Will Sealey 
Head of stills: Nick Lilley
Stills producer: Di Williams
Head of design: Adam Shear
Designer: Maggie Webster
Creative services manager: Kristie Dagg 
PR managing director: Alex Bryant
Creative strategist: Kate Wilkinson

Director: Dave Wood
Executive producer: Sam Long
Producer: Lee Thomson
Cinematographer: Danny Ruhlmann

Editor: Drew Thompson
Colourist: Ben Eagleton
Online: Heather Galvin
Executive post producer: Daniel Fry
Post producer: Jess Ryan

Senior sound designer: Cam Milne
Creative director: Tone Aston
Partner/executive producer: Michael Gie
Producer: Siena Mascheretti

Photographer: Christopher Tovo
Executive producers: Matt Chee & Tamiko Wafer

Social director/DOP: Charlie Grant 
Social ​​editor: Ollie Knocker
Social colourist: Marcus Friedlander

MEDIA AGENCY: EssenceMediacom
Client and planning lead: Nathaniel Thompson 
Group dtrategy director: Marine Turner 
Marketplace director: Patrick Fakiye
Digital director: Matt Leahy

To Top