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By Danielle Long | Asia Pacific Correspondent

August 5, 2022 | 2 min read

What does Dannii Minogue and Neighbours legend Ian Smith have in common with a drag queen and a food critic? They’re all fronting a campaign for Uber’s new membership programme, Uber One.

The ad sees the pop star and actor appear alongside drag queen Coco Jumbo, food critic Matt Preston and reality star Tim Robards to promote the programme, which offers savings and perks across Uber and Uber Eats.

Created by Special, the ad sees the celebs engage in a game of Celebrity Whispers, with each star gaining an increasingly incorrect understanding of Uber One membership. The campaign plays on the idea that the offering may be confusing to consumers.

Uber director of marketing Andy Morley said, “We know that membership propositions are often very complex to explain due to the multiple layers of benefits and information needed to communicate, often leading to dry, functional creative. However, our agency partners have overcome this challenge through brilliant strategic thinking, bold creativity with cultural charm, building a launch programme for Uber One, which we’re incredibly excited about.”

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The ad is part of an integrated campaign which includes TV, online, out-of-home and social activity. The ad was created by Special with Mediacom, Hello Social, Good Oil, The Editors, Rumble Studio, Chee Productions and Cream.

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