James Sexton

Uber Eats deliver almost almost anything. In these brand ads we showed that there might just be a really good reason why we don’t deliver anything.

In this second round of brand ads we showed the consequences of Uber Eats delivering celebs their deepest desires, and ended up driving George Costanza mad with canned laughter, and burning pop icon Cher at the stake in the 1680s.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton, Harry Neville-Towle
Creatives: Laura Grimshaw, Hannah Mccowatt, Joe Ranallo, Will Winter-Irving
Director: Mark Molloy

Uber Eats deliver almost almost anything. In these brand ads we showed that there might just be a really good reason why we don’t deliver anything.

We showed the consequences of Uber Eats delivering celebs their deepest desires. And ended up incarcerating a Harry Potter star and lumping a Bridgeton starlet with a misogynist boyfriend who urinates in the rice cooker.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton
Creatives: Harry Neville-Towle, Max Mckeon, Laura Grimshaw, Hannah Mccowatt
Director: Damien Shatford

During the 2025 Australian Open, to prove Uber Eats’ commitment to delivering ‘Almost Almost Anything’, we treated tennis royalty Andy Murray like a burrito. Making him available to order on the app. But there was one problem, when we went to pick him up, he wouldn’t get in the bag.

This started a two week, episodic chase that began in TV ads but bled into culture, hijacking broadcast moments, the news and PR interviews. We finally caught up with the disgruntled Andy just as the tournament came to an end, and delivered him to one lucky Australian.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton, Harry Neville-Towle
Creatives: Phil Harkness, Jack Wall, Heidi Rabbitts, Eliza Smith, Mia McGuire
Director: Christopher Riggert

Tasmania is a tiny Australian island at the bottom of the world. It’s sparsely populated and disconnected - in a good way. We developed the platform ‘Come Down for Air’ to showcase Tasmania’s unique cultural and natural landscape. The ads mimicked the experience of Tasmania by becoming a relaxing moment to breathe in amongst a cluttered and confusing media landscape.

Agency: BMF
ECD: Alex Derwin
CD: Dave Fraser
Creatives: James Sexton, Justin Butler, Jane Tjokrowidjaja, Ben Alden, Michael Dawson, Lisa Down
Director: Chris Riggert

The Get Almost Almost Anything platform has also allowed us to do a functional job - driving awareness of the ever growing range.

This simple and repeatable format uses a wordplay to create an interesting contrast between something we do get and something we don’t. It has since been used in the Australia, New Zealand, Taiwan, US and Canada.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton
Creatives: Harry Neville-Towle, Max McKeon, Simon Gibson, Nils Eberhardt, Al Flack, Mark Starmach, Noah Regan

The world’s full of disappointments, luckily Uber One savings aren’t one of them. We coerced tennis legend Andre Agassi to yearn for his long lost mullet, and Michelle Williams (Destiny’s Child) to admit she was Destiny’s least memorable child.

Beyonce’s mum reposted the Michelle ad!

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton
Creatives: Lauren Regolini, Locki Choi, Edwin Concubierta, Ekin Gunes
Director: Dave Wood

Sportsbet love controversy.

They challenged us to get them in the news when launching their new Android app, into an already saturated market. So to make some noise we enlisted some of the World’s most infamous athletes to help us put the ‘roid in Android. Including ex-Canadian sprinter Ben Johnson. We even carried out some ambush activity at the Tour de France.

Agency: BMF
ECD: Cam Blackley
Creatives: James Sexton, Gooch Richards, Rambo Goraya
Director: Matt Devine

At the end of the month, when you’re counting the hours until your next pay cheque, Taiwanese people have a saying that roughly translates to ‘I’m so hard up, I’m going to have to eat dirt’. We leveraged this local insight, and told people that they no longer need to ‘eat dirt’, thanks to the great savings you get on Uber One.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Regional Creative Director: James Sexton
Creative Director: Nic Buckingham

Local Agency: Whatever
Creative Director: Shiny Lee
Creative: Eggie Huang, Mitch Lee

Although football is the largest participation sport amongst kids in Australia, less than half support an Australian team.

To show kids what they were missing out on, we called on all of the A-League teams (Australia’s Premier League) and their fans to compete for the fandom of one lucky kid. Ten year old Yoshi.

Needless to say, they pulled out all the stops.

Agency: BMF
ECD: Cam Blackley
Partner: Harry Neville-Towle
Director: James Sexton, Harry Neville Towle, Brad Goosen

Uber Eats is known for delivering takeaway, but nowadays they deliver so much more. Like groceries, toiletries, hardware, flowers and pharmaceuticals - the list is growing every day.

To relaunch the brand and draw awareness to the ever growing offering, we created the platform Get Almost Almost Anything. By shining a big bright light on all the weird and wonderful things we can’t deliver, we were able to show off what we can.

This brand platform has since been adopted in seven countries, including the US, Canada and Taiwan.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton, Sarah Parris
Creatives: Simon Gibson, Nils Eberhardt, Laura Grimshaw, Hannah Mccowatt, Matt McCarron
Director: Matt Aselton

We launched Uber Reserve, a product that lets you book a ride in advance, for those occasions when you don’t want to be in the hands of the ‘wait-time’ gods. The campaign encouraged people to ‘Reserve now, ride later’, with comedian Ronny Chieng playing a social savant who could see exactly what was coming and planned ahead.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Director: James Sexton
Creatives: Wayne Ching, Noah Regan, Mark Starmach, Alastair Flack, Jonty Bell
Director: Yianni Warnock

Nothing contrasts human fragility with strength better than our scars. They’re something we all have, but each one is personal and tells an intimate story of an injury or illness we overcame. They shouldn’t be hidden away. They should be worn with pride. A sign of a life lived. A sign of our strength.

TAL are a very human life insurer, and they make a point of being there for their members when life inevitably leaves its mark.

Agency: BMF
ECD: Alex Derwin
CD: Jen Spiers
Creatives: James Sexton, Nadia Ahmad
Director: Michael Spiccia

We used confusion to help create clarity around the very confusing benefits and proposition of Uber One.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Directors: James Sexton, Sarah Parris, Wayne Ching
Creatives: Phil Harkness, Jack Wall
Director: Dave Wood

To launch the long awaited addition of KFC to Uber Eats, we did a good old fashioned drumroll, with a twist. We used a famous drummer and the world famous chicken drumsticks from KFC.

Agency: Special Group
CCO: Tom Martin, Julian Schreiber
Creative Directors: James Sexton, Sarah Parris
Creatives: Al Flack, Mark Starmach
Director: Riley Blakeway

Most Australians own a car. But a second car can be pretty handy when you need to do something unexpected. Like moving a piano. Or towing a horse trailer.

Uber Carshare - a car sharing platform - needed to tell Australia that thousands of different kinds of cars are ready for people to rent, wherever they are. So we repositioned the brand as ‘Australia’s Second Car’.

Agency: Special Group
CCO: Tom Martin, Julien Schreiber
Creative Director: James Sexton, Sarah Parris
Creatives: Phil Harkness, Jack Wall, Derek Anderson, Jonty Bell
Director: Yianni Warnock

We created a world first video-game walkthrough of a country.

In 2020 as travel plummeted, online gaming increased by over 70% and we decided to market the rugged and beautiful country of New Zealand like a game. We invited the world to come and Play NZ.

We launched with a live stream on Twitch. Australian gaming heavyweight, Loserfruit, led thousands of followers on an hour-long journey that showcased the best bits of New Zealand. She “played” the country and interacted live with followers.

Gamers couldn’t get enough, with many asking when PLAY NZ would launch for real.

Agency: TBWA
CCO: Andy DiLallo
Creatives: James Sexton, Katrina Alvarez-Jarratt, Andrew Torrisi, Grant McAloon, Neville Fordyce, Doug Hamilton and Ben Clare.
Director: Uncle Friendly