The actress and comic fronts a set of 30-second ad breaks which launched on 18 March which revolves around the contrast between today’s polished and together 2021 version of Jones and her distinctly more messy 2020 self.
The creative sees the two Leslies bicker and banter about ordering Buy One, Get One Free loaded tots.
As the comic states in the hero commercial: “You are a mess,” says 2021 Jones. “Everybody was a mess!” replies 2020 Jones.
The TV work is supported by digital and social content running across the brand’s own platforms.
— Uber Eats #EatLocal (@UberEats) March 14, 2021
Created by Special Group US and helmed by Smuggler’s Guy Shelmerdine, the campaign was developed for Uber Eats VP Global Marketing Thomas Ranese, Global Executive Creative Director Danielle Hawley, Head Of Marketing (US & Canada Georgie Jeffreys, Global Head Of Brand Shivram Vaideswaran, Global Executive Producer Otto Linwood Iii, Head Of Brand Campaigns (US & Canada) Lauren Hussey, Global Creative Director Natalie Purbrick, Senior Business Affairs Manager Rashad Suarez, Global Social Media Lead Chris Jackson, Global Consumer Communications Lexi Levin Mitchel and Marketing Manager Vrinda Jhawar, with Media Manager Gracie Childress.
The agency team at Special Group included CEO Lindsey Evans, Managing Director Cade Heyde, CCOs Tom Martin, Julian Schreiber and William Gelner, ECDs Dave Horton and Matthew Woodhams-Roberts, Creative Directors Alex Kaplan and Barry Katz, with Art Director Amy Su, Account Director Evelyn Borgatta, Account Supervisor Chloe Seitz, Senior Producer Marisa Wasser, Stills Producer Jasmine Sarbaz and Business Affairs Executive Jeff Estow, plus Celebrity + IP Procurement VP Matt Fleming.
The NCAA’s 2020 March Madness college hoops tournament was one of the first major sports events cancelled at the start of the pandemic and 2021 sees a welcome return for teams, fans, sponsors and advertisers alike.
The work, the latest in the food delivery service’s ongoing ‘Tonight I’ll Be Eating’ marketing platform which in the US has featured a series of celebrity match-up campaigns which have included Sir Patrick Stewart and Mark Hamill, Simone Biles and Jonathan Van Ness and ‘Wayne’s World’s’ Mike Myers and Dana Carvey, alongside Cardi B.
It also continues Uber Eats’ inventive approach to sports marketing around the world which also includes its Australian Open campaigns from 2019’s award-winning, deep fake ‘Tonight I’ll Be Eating … with Channel 9’, 2020’s work led by Sharon Strzelecki and a team of tennis stars and 2021’s ‘Tonight I’ll Be Eating For Love’.