The One Show
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Category
Use of Humor
Annual ID
OS24_SM111M
About the Work
TEASE IN THE LANGUAGE OF THE INTERNET
Super Bowl teaser briefs are pretty unique - you aren’t judged on traditional objectives, but on pure talk-factor and engagement: how much conversation can you really create around your brand, in the moment that is most competitive for America’s attention? When it came to teasing Whatever You Forget, Remember Uber Eats - we knew we had a unique opportunity to play with one of the internet's most unforgettable moments of the past three months: THAT viral exchange between David and Victoria Beckham.
WHO CAN FORGET A “ROLLS ROYCE”
In the viral clip, Victoria claims that her family was working class - ”forgetting” that her dad drove a Rolls Royce, prompting David to push her to “be honest”. In a celebrity culture that feels dominated by nepo babies and the already-rich, the surprising self deprecating humor of the moment created a surge in memes and viral conversation online. As a brand that has built itself on a self-deprecating tone, the Beckhams were the perfect collaborators for Uber Eats - with Victoria the internet’s (surprise) break-out comedy star.
HOCKEY BOWL AND JESSICA ANISTON
Rather than recreate the meme, we took the viral hit and reinterpreted the structure in the context of our Super Bowl concept - rewarding the Beckhams’ fan communities with new moments of comedy gold. Playing down the scale and specifics of the Super Bowl, forgetting their co-star’s name, and even the perfect play on Victoria’s persona (British superstar married to one of the world’s biggest sports stars). The result not only responded to a viral cultural meme in real-time, but further fueled the zeitgeist - playing into the Beckham’s newly minted perception as self-aware, self-effacing stars - who have just ‘forgotten’ a few important details.
Super Bowl teaser briefs are pretty unique - you aren’t judged on traditional objectives, but on pure talk-factor and engagement: how much conversation can you really create around your brand, in the moment that is most competitive for America’s attention? When it came to teasing Whatever You Forget, Remember Uber Eats - we knew we had a unique opportunity to play with one of the internet's most unforgettable moments of the past three months: THAT viral exchange between David and Victoria Beckham.
WHO CAN FORGET A “ROLLS ROYCE”
In the viral clip, Victoria claims that her family was working class - ”forgetting” that her dad drove a Rolls Royce, prompting David to push her to “be honest”. In a celebrity culture that feels dominated by nepo babies and the already-rich, the surprising self deprecating humor of the moment created a surge in memes and viral conversation online. As a brand that has built itself on a self-deprecating tone, the Beckhams were the perfect collaborators for Uber Eats - with Victoria the internet’s (surprise) break-out comedy star.
HOCKEY BOWL AND JESSICA ANISTON
Rather than recreate the meme, we took the viral hit and reinterpreted the structure in the context of our Super Bowl concept - rewarding the Beckhams’ fan communities with new moments of comedy gold. Playing down the scale and specifics of the Super Bowl, forgetting their co-star’s name, and even the perfect play on Victoria’s persona (British superstar married to one of the world’s biggest sports stars). The result not only responded to a viral cultural meme in real-time, but further fueled the zeitgeist - playing into the Beckham’s newly minted perception as self-aware, self-effacing stars - who have just ‘forgotten’ a few important details.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Special US
Special Australia
Client / Brand
Uber Eats
Production Company
Gifted Youth
Music / Sound Production Company
Eleven Sound
JSM Music
Post Production Company
Exile
Company3
Pariah
Associate Creative Director
Dan Greener
Natalie Seitz
Creative Director
Alice Blastorah
Eron Broughton
Jon Marshall
Josh Hacohen
Director
Jake Szymanski
Director of Photography
Larkin Seiple
Executive Producer
Jen Dennis
Jennifer Locke
Josh Morse
Michael Miller
Michael Steinmann
Assistant Editor
Chris Messier
Jonathan Rogers
Melanie Newton
Tj Lasure
Chief Creative Officer / CEO
Joel Simon
Executive Producer, Social
Michael Steinmann
Global Executive Creative Director
Danielle Hawley
Group Strategy Director
Janet Shih
Head of Strategy
Kelsey Karson
Partner / Chief Creative Officer
Julian Schreiber
Tom Martin
Partner / Executive Creative Director
Dave Horton
Matthew Woodhams-Roberts
Senior Strategist
Jen Rose
Sound Designer / Mixer
Jordan Meltzer
VP / Executive Producer
Jeff Fiorello
Account Director
Bella Timar
Account Supervisor
Bridget Derraugh
Assistant Production Supervisor
Gabby Del Mese
Creative Operations Manager
Bryn Wensley
Director, Social
Kevin "KJ" Johnson
Flame Artist
Janice Lee
Kim Stevenson
Sam Kolber
Flame Lead, Social
Fed Saccone
General Manager
Lily Waters
Global Partner
Cade Heyde
Head of Integrated Marketing Campaigns, North America
Liza Keller
Head of Marketing, North America
Georgie Jeffreys
Head of Production
Cat Craven-Griffiths
Managing Director
Cl Kumpata
Managing Director / EP
Mark Tobin
Matte Painter
Reid Southen
Nuke Artist
Ryan Ross
Online Editor
Amanda Elliott
Partner / CEO
Kelsey Hodgkin
Partner / Chief Production Officer
Vic Palumbo
Producer, Social
Mark Melchior
Production coordinator
Lily Hernandez
Production Supervisor
Michelle Del Mese
Mike Garcia
Senior Account Director
Lindsay Friedgood
Senior Communications Manager
Lexi Levin Mitchel
Social & Digital Marketing Lead
Kaitlyn Mendoza
Sr. Colorist
Matt Osborne
Tom Poole
Still Photographer
Peter Yang
Still Photography Producer
Nik Atkins
Tracking
Elizabeth Hammer
VFX supervisor
Matt Sousa
Vice President, Global Marketing
David Mogensen
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