Page 49 - ADNews magazine March-April 2022

UBER EATS
Creative Agency Special Australia
JW: Nick Kyrigos crushes a ball in
his hand and we’re asked to decide what this ad calls for by scanning one of three clunkily placed Uber Eats products via a QR code. If you were quick enough (I wasn’t) to
scan a code, you’re in for a treat. The content is hilarious and once I’d seen one I wanted to see the others. But, I doubt many people got that far given the hook wasn’t all that engaging.
7/10 - funny content that’s frustratingly hidden
WE: Uber Eats has gone from strength to strength. Every time
I see something new from the brand, I’m rarely disappointed. And this ‘choose your own endings’ campaign continues the Uber Eats winning streak. What’s great about this brand is that they think big, combining ambition, creativity and budget in memorable ways. In this
CRYPTO.COM
instance, I found myself watching every ending, each one as funny as the last. Easy to love, hard to fault. Wonderfully done Uber Eats.
RV: This one gets a firm tennis clap for out-of-the-stadium
thinking. Taking advantage of dual-screening behaviour and the familiar relationship we now have with QR codes to bring a greater level of interest, and potentially deeper brand engagement, is a nice touch. Those quick enough
JW: ‘Meer mortal’ Matt Damon wants us to peer over the edge and ‘embrace the moment and commit’ to Crypto.com because ‘Fortune favours the brave’. Ugh. I can’t stand ads like this. It’s overly pompous and quite frankly misleading. As Bitcoin’s value continued to plunge I pressed play on the ad again
and got: “This video is no longer available because the YouTube account associated with this video has been terminated”. Says it all, really. 3/10 - this ad should come with a warning
WE: Based on fictional costs, it’s estimated we’ve spent $900 billion saving Matt Damon from movies like the Martian and Saving Private Ryan. After watching this spot, I
to scan are rewarded with a wonderfully odd expedition into Nick’s well-tempered side beyond his McEnroevian outbursts. The teabag flower crown was a real treat to have witnessed – well done for making it a thing.
feel like another rescue mission might be called for. Don’t get me wrong, I’m pro-crypto but this spot falls short. To be truly daring, the message should have gone further than Matt Damon blandly telling me that “fortune favours the brave”. It’s inauthentic and cringey.
RV: Apparently, investing in crypto will make you rich enough to have Matt Damon speak on your behalf from a spaceship. Cynicism aside, it’s a big-budget ad that makes a big, bold reach, and feels more suited to the Superbowl than a telly in Punchbowl. No matter what side of the altcoin debate you’re on, equating crypto with some of humankind’s greatest achievements does feel a little off.
www.adnews.com.au | March - April 2022 49