Simon Cowell joins The Wiggles for an Uber Eats campaign

In the most unexpected collaboration ever, Simon Cowell is now the official ‘Grey Wiggle’ for a new food delivery campaign.

Food delivery service Uber Eats has attracted plenty of big names to take part in their “Tonight I’ll Be Eating” advertising campaign.

Local stars and Hollywood celebs including Ash Barty, Sacha Baron Cohen, Agro and Dr Chris Brown, and Kim Kardashian and Sharon Strezlecki (Magda Szubanksi) have all made appearances in the series of ads.

The latest big name to sign on is The Wiggles, with the unlikely companion of UK television star Simon Cowell, famous for hosting Britain’s Got Talent and The X Factor UK.

Much to Cowell’s disdain, who in the first advertisement in driven to declare he now hates music, he is officially the Grey Wiggle.

During one clip, original Blue Wiggle Anthony Field opens the song up with a smile, alongside Purple Wiggle Lachlan Gillespie, Red Wiggle Simon Pryce, and Yellow Wiggle Emma Watkins.

Simon Cowell is now the Grey Wiggle. Picture: Uber Eats

“I’ve already eaten,” Cowell snaps, and when they don’t stop singing, he dons his trademark scowl and says, “Congratulations. I now hate music.”

There are five advertisements in total, each with Cowell’s dry wit stealing the show.

“Tonight, I’ll be eating a hot potato gnocchi,” he exclaims, to which the excitable Wiggles emerge. “God help me,” he mumbles.

It really is a perfect collaboration, with their bubbly personalities juxtaposing his annoyance in each clip.

Simon's dry wit works perfectly with The Wiggles' bubbly personas. Picture: Uber Eats

RELATED: Inside The Wiggles’ tangled love lives

In another ad, Cowell paints their colourful ‘living room’ completely grey. “I’m redecorating,” he tells Yellow Wiggle Emma. “It was like living in a technicolour nightmare,” he adds. “My eyes are sad,” Emma says, to which he responds, “You’re welcome.”

Was there ever such a perfect collab? Picture: Uber Eats

RELATED: The Wiggles’ wild Triple J cover song

This is the newest collaboration to come from the tremendously successful campaign. Picture: Uber Eats

Uber Eats AUNZ head of marketing, David Griffiths, said in a statement: “Aussies love nothing more than coming together with their friends and family, and usually, food is at the heart of these sharing occasions. Consequently, we are seeing more and more families come into the category.

“The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle. The campaign builds from week-to-week across all forms of traditional, digital and social media so keep an eye out for some amazing collaborations and VIP appearances.”

Max McKeon, Uber APAC creative director, Special Group Australia, added: “The ‘Tonight I’ll Be Eating’ brand platform has made its way to over seven different countries, but our latest campaign brings it home strong again – pitting the harsh critique of Cowell against the unbending optimism of the Wiggles. It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathise.”