All Blacks and Black Ferns Prove They’re Just like the Rest of Us In New Uber Campaign with Special

To celebrate the new partnership between Uber and New Zealand Rugby (NZR), the All Blacks and Black Ferns players star in the ‘They Eats / Rides like us” campaign, developed by Special Group.

Uber head of marketing, APAC Andy Morley said, “We’re excited to be linking up with both the All Blacks and the Black Ferns - and featuring them equally across the campaign  because we know these athletes appreciate the convenience of Uber and Uber Eats when they are on the road or at home just as much as the rest of us - they’re super authentic advocates.”

While most rugby alignments see brands celebrating the high performance athleticism of players, this campaign shows the regular, day-to-dayside of these sporting icons.

John Marshall, GM Special NZ said, “Most of us can’t run, tackle, kick, pass, fend and sidestep like the All Blacks and Black Ferns do. But when it comes to ordering an Uber to avoid the rain, or getting some tasty tacos delivered to our doorstep, we’re all pretty much the same. We wanted to celebrate that commonality and show that these rugby stars are human, after all.”

“We love working with the Uber and Uber Eats team who challenge us to make the best creative work.” said Julian Schreiber Co-CCO Special Aus - “The All Blacks and Black Ferns are typically portrayed as highly skilled rugby players in marketing, so it seemed refreshing to showcase instead their humanity by showing they order food to be delivered while relaxing in front of the TV and grabbing an Uber if they’re in a rush or want the convenience.”. 

The campaign shows New Zealand’s rugby royalty embracing the convenience of Uber and Uber Eats in a series of highly relatable moments.