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Category
Innovation & Transformation / Innovation in Film
Annual ID
OS_FI21_038B
About the Work
Aussies love to watch the Australian Open but hate the same ads being constantly repeated every match.
We sponsored the Australian Open for the second year in a row, which was a bold move considering the success of last year’s now famous “Australian Open Ambush” campaign. One thing we did observe was that even our ads, entertaining as they were, were still played again and again. With an ad break every change of ends, the Australian Open TV spots can get annoyingly repetitive.
We had to leverage our Tonight I’ll be Eating campaign, in a way that was highly relevant to the Australian Open, while keeping sports fans entertained and on their toes, in the bits between the sports.
So in 2020 we made repetition our enemy. We hacked the live broadcast by only buying ad spaces which were at the end of each commercial break, leaving viewers thinking that they were back watching the live broadcast. We used the same stadium, cameras, players, commentators, even match outfits, that were used during the exact live match that was playing.
And to make things even harder we made a different film for every day of the tournament, surprising and entertaining viewers more than ever.
We always played off a different moment of the tennis: water breaks, graphics, slow motion replays, commentators, classic moments or press conferences - no moment was safe from becoming an Uber Eats ad. This meant viewers were constantly surprised and kept guessing what was coming next, turning what could have been a repetitive onslaught of the same ad on repeat into an engaging series.
The campaign managed to earn over 11 million impressions and 6.8 million video views, which was up 11% from the year before. We proved that as long as you keep things fresh,people are willing to watch the ads.
We sponsored the Australian Open for the second year in a row, which was a bold move considering the success of last year’s now famous “Australian Open Ambush” campaign. One thing we did observe was that even our ads, entertaining as they were, were still played again and again. With an ad break every change of ends, the Australian Open TV spots can get annoyingly repetitive.
We had to leverage our Tonight I’ll be Eating campaign, in a way that was highly relevant to the Australian Open, while keeping sports fans entertained and on their toes, in the bits between the sports.
So in 2020 we made repetition our enemy. We hacked the live broadcast by only buying ad spaces which were at the end of each commercial break, leaving viewers thinking that they were back watching the live broadcast. We used the same stadium, cameras, players, commentators, even match outfits, that were used during the exact live match that was playing.
And to make things even harder we made a different film for every day of the tournament, surprising and entertaining viewers more than ever.
We always played off a different moment of the tennis: water breaks, graphics, slow motion replays, commentators, classic moments or press conferences - no moment was safe from becoming an Uber Eats ad. This meant viewers were constantly surprised and kept guessing what was coming next, turning what could have been a repetitive onslaught of the same ad on repeat into an engaging series.
The campaign managed to earn over 11 million impressions and 6.8 million video views, which was up 11% from the year before. We proved that as long as you keep things fresh,people are willing to watch the ads.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Special / Sydney
Production Company
Chee Productions
Revolver / Sydney
The Glue Society
Chief Creative Officer
Julian Schreiber
Tom Martin
Creative Director
Jade Manning
Vince Osmond
Producer
Emily Willis
Strategy Director
Celia Garforth
Business Director
Will Sealey
Casting Director
Emily Stewart
CEO
Lindsey Evans
Creative
Alastair Flack
Angel McMullan
Jack Nunn
Jeff Seeff
Joel Grunstein
Laura Grimshaw
Mark Starmach
Nick Cole
Nils Eberhardt
Pat Allenby
Digital Creative
Jesse McLallen
Sharon Gray
Managing Director
Cade Heyde
Senior Creative
Harry Stanford
Josie Fox
Nick Plomp
Social Lead
Lachlan Stewart
Team Lead
Tori Lopez
Eileen Cosgrove-Moloney
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