What do you get when you combine a "Wayne's World" reboot and Cardi B? Comedic gold—with "gold" being the operative word.
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Recognizing that mom-and-pop restaurants had been devastated by the year-long pandemic lockdown, Uber Eats, with the help of Special Group U.S., created an assistance program that included direct aid: a $20 million restaurant-relief program, a website so consumers could easily locate affiliated restaurants and a Super Bowl campaign. The “Eat Local” push, a continuation of the “Tonight I’ll Be Eating” campaign, had Mike Myers and Dana Carvey reprise their original characters (Wayne and Garth) to deliver the important message.
The spot included Myers and Carvey rotating through numerous advertising tropes, including a subliminal message to “Eat Local;” a shampoo-model Garth with flowing hair in slow-motion; cherubic, Wayne and Garth look-alike babies; and Cardi B making an out-of-place celebrity cameo. It was all followed by one final ad trope that captured everyone’s 2020, an awkward TikTok dance.
On digital and social channels a two-and-a-half-hour version of the ad appeared that thanked every local restaurant on Uber Eats. The ad was a cultural and media hit, garnering 4.8 million views on Twitter. The PR campaign netted more than 1,070-plus pieces of “unique, high-quality, worldwide media coverage,” the agency says, equivalent to more than $164 million in ad value. Most importantly business outcomes included more than 4.5 million orders to local restaurants during the key PR time frame and a 71.5% increase in new customers on Super Bowl Sunday.
All we can say is "excellent."