To ring in March Madness, Uber Eats continues its “Tonight I’ll Be Eating” campaign with the help of Leslie Jones—and Leslie Jones.
The brand and its agency Special Group have had plenty of fun mining the idea of unexpected pairs, uniting the likes of Sir Patrick Stewart and Mark Hamill, as well as Jonathan Van Ness and Simone Biles. And now, to celebrate Uber Eats' role as the "Official Delivery Partner" of March Madness, Jones appears in a veritable “Lesliepalooza” alongside various versions of herself, including the 2020 Leslie who for a whole year has been waiting for the tournament to come around, and the 2021 Leslie, who can’t wait to finally say goodbye to 2020.
The idea highlights Uber Eats’ March Madness “Double the Madness” promotion, which will give customers “Buy One, Get One” deals every day throughout the basketball tournament.
“March Madness is my favorite time of the year.... After all, I played a little hoops myself," said Jones in a statement. "Since we missed out last year, I’m going full on Lesliepalooza this year with Uber Eats.”
Smuggler's Guy Shelmerdine, who directed Uber Eats' previous "Tonight I'll Be Eating" U.S. spots and its "Wayne's World"-themed Super Bowl campaign was back to direct the new ads.
This isn’t the first time a brand has shown “multiple” versions of a celebrity within a single film. The idea is reminiscent of The Atlantic’s more serious 2017 “Question Your Answers” campaign, in which actor Michael K. Williams interrogates his many selves on the idea of being "typecast."