Cher turns back thyme with Uber Eats – ‘she’s young and old at the same time’

Uber Eats has again turned its attention to Aussie consumers in a hilarious new campaign that sees iconic 80’s star Cher relive her classic If I Could Turn Back Time hit from 1989.

The campaign premiered across screen overnight with a 60-second film and will be followed with shorter narratives as well as social media and out of home assets.

The film opens with the Oscar, Emmy and Grammy winner walking past golden architraves humming her hit song before pulling out her phone and searching for a time machine. She’s then transported back in time to the 1680s, sitting on top of a cannon - a homage to her iconic music video clip filmed atop the USS Missouri.

Stunned locals, confused by her appearance, declare “she’s both young and old at the same time” before deciding she must be a witch. “I’m not a witch, I’m an icon,” Cher says.

The new campaign follows in the footsteps of previous Get Almost, Almost Anything series, including a partnership with tennis great Andy Murray during the Australian Open and a partnership with PAW Patrol to promote nutritionist-backed meal bundles to parents and caregivers.

“Uber Eats is on a mission to bring people thyme and to save them time, I can think of no better ambassador than Cher,” Uber Head of Marketing, Nicole Bardsley, said.

“Given her timeless appeal it is our hope that this campaign will resonate instantly and remind Australians of the host of everyday items you can get delivered with Uber Eats,”

Cher said it was the creativity and hilarity that Uber Eats presented that drew her to the campaign.

“I am really proud of the final product. I sincerely hope Uber will get me back my boots,” she said.

Creative agency Special Australia was behind the spot, with media strategy handled by EssenceMediacom.