Uber Eats turns back time for icon Cher in new ad

Entertainment icon Cher has fronted a new advertising campaign for Uber Eats as the brand continues to promote its delivery services to Aussie shoppers.

Entertainment icon Cher stars in the latest advertising campaign for Uber Eats.

Entertainment icon Cher has leant her starpower to Uber Eats as the delivery brand launches a new ad campaign to promote the expanding range of products available through the app.

Cher is the latest celebrity to front the delivery giant’s marketing and follows appearances by tennis great Andy Murray, Seinfeld actor Jason Alexander and Bridgerton actor Nicola Coughlan.

The campaigns aim to promote the expanding remit of Uber Eats, which has grown beyond takeaway food delivery to include ‘everyday items’ such as groceries, alcohol, health products, pet supplies and flowers.

Uber Eats dominates the food delivery category in Australia with around 60 per cent market share, ahead of Door Dash and Menulog, according to data by Fonto. However, Door Dash is working hard to challenge the market leader by partnering with Amazon to give Amazon Prime members free delivery fees on eligible DoorDash food orders for 24 months.

The latest ad continues to promote the brand’s Get Almost, Almost Anything positioning and employs the quirky humour that has become synonymous with the brand’s advertising.

The 60-second TV ad follows the global superstar as she sets out to get thyme for her dinner, but instead finds a time machine in an Uber Eats bag and promptly finds herself in the 1690s, where she is mistaken for a witch, uttering the line, “I’m not a witch, I’m an icon”. The ad will run across TV, out-of-home and social media channels.

Uber Eats Australia and New Zealand brand lead Channa Goonasekara said the latest ad was “a high watermark for our Get Almost, Almost Anything series”.

“There’s not a single syllable in showbiz that projects more starpower than Cher. We reached for the stars and found a way to bring one of her most nostalgic songs and some of Cher’s most iconic outfits from her enduring career into our latest campaign.

“Cher’s performance reminds audiences that while Uber Eats can get you thyme delivered, we can’t turn back time – and as it turns out that’s probably a good thing,” he said.

The appearance of the superstar is a significant coup for the brand, with Cher herself saying: “I get approached to do commercials all the time – but the creativity and hilarity that Uber Eats presented appealed to me right away. I am really proud of the final product.”

The ad was created by Uber Eats long-serving advertising agency Special Group.

The activity coincides with the launch of Uber Eats’ teaser marketing activity ahead of the US Super Bowl next month.

Uber Eats in the US has launched marketing activity featuring celebrities Martha Stewart and Charli XCX, as well as another spot featuring Hollywood actor Matthew McConaughey.

The brand will be hoping to recreate the global sensation of its Super Bowl activity from last year, which featured David Beckham and Victoria Beckham and recreated the ‘Tell the truth’ scene from the Beckham documentary on Netflix.