The encyclopedia · Advertising & PR · Marketing decision · 2025
Uber Eats chased Andy Murray across Melbourne to prove it delivers almost anything
A two-week mock manhunt ended with fans able to 'order' the tennis star in the app—350,000 unique visits in 12 days.
Uber Eats
the move
Uber Eats had expanded well beyond food—pet food, groceries, even seltzers—but Australians still treated it as a takeaway app. Its 'Get Almost, Almost Anything' platform needed a demonstration of the category's true scope.
The campaign chased tennis legend Andy Murray around Melbourne in an escalating comic manhunt: three hero films, hijacked promos and traffic reports, ending with a 45-second finale on 23 January 2025. In the app, users could enter a competition to 'order Andy Murray' and add him to their cart.
The stunt generated over 350,000 unique visits to the app in 12 days, with users placing the star in carts before one customer won the 'delivery'. It won the Integrated Grand Prix at Spikes Asia 2025, and Murray's deadpan chase became one of Australia's most-shared ads of the summer.
why it works
- The absurd order made 'almost anything' instantly concrete
- A serialized chase kept attention across two weeks
- Putting Murray in the cart used the app as the stage
- Celebrity comedy invited sharing instead of skipping
what transfers
To expand what people think you sell, demonstrate the most absurd possible order—the joke is the proof, and the proof is the joke.
what came after
The campaign anchored Uber Eats' Australian Open presence, which also sold out its in-app advertising inventory. The two-week broadcast run ended as planned in late January 2025, and the work took the Spikes Asia 2025 Grand Prix in Integrated.
references
- Andy Murray fronts latest 'Get Almost, Almost Anything' campaign for Uber Eats via Special
- Uber's Australian Open Play: Free Rides, Sold-Out Ads, and Real Results
- Spikes Asia unveils its 2025 winners
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