Best Special Group Campaigns of All Time
Most agencies treat a Super Bowl brief like a hostage negotiation, but Special Group seems to treat it like an invitation to a house party where they brought the best snacks. They have this uncanny, Sutherland-esque ability to take a massive global utility and make it feel like a local inside joke. It is high-wire humor that actually sells the product - which is a rare trick in a world of expensive, forgettable stunts. Browse the work below.
8 campaigns
Partners Life - The Last Performance
Partners Life brought murdered characters from a popular TV show, "The Brokenwood Mysteries," back to life at the end of each episode to humorously lament their untimely deaths and lack of life insurance, seamlessly integrating the message to prompt New Zealanders to plan ahead.
Uber Eats: Hungry for the Truth - blueberry
Uber Eats leaned into an absurdist conspiracy theory that the NFL was created solely to sell food, using celebrity wordplay and interactive storytelling to transform the Super Bowl broadcast into a gamified narrative ecosystem that drove record digital engagement and sales.
Uber Eats - Hungry for the Truth
Uber Eats settled the debate on football's true purpose by casting Matthew McConaughey as a conspiracy theorist who 'proves' the sport is a massive plot to sell food, turning every iconic football element into a hilarious delivery prompt.
Uber Eats: A Century of Cravings
Matthew McConaughey presents a wild conspiracy theory that American football was invented solely to trigger food cravings, positioning Uber Eats as the inevitable solution to a century-old plot designed to make fans hungry during the game.
Uber Eats: Brian Cox Goes to College
Uber Eats cast 78-year-old Brian Cox as a college freshman, using his intimidating 'Logan Roy' persona to demonstrate that Uber One student discounts are so lucrative they would tempt even a wealthy, high-status legend to re-enroll.
Uber Eats: Football is for Food
Uber Eats humorously exposed a 'conspiracy' that the NFL was invented solely to sell food, turning every game into a giant ad for their delivery service. By exaggerating hidden food connections within football, the campaign cemented Uber Eats as the go-to app for game-day cravings.
Uber Eats: Super Bowl - Side Effects
Uber Eats humorously suggested that to remember they now deliver "almost anything," you must forget something else. This led to celebrities like Jennifer Aniston and the Beckhams forgetting their most iconic traits, making the brand's expansion unforgettable through absurd logic.
Uber Eats: Uber Don't Eats
Uber Eats leaned into the literal confusion of its brand name by showing celebrities attempting to consume non-edible household items, humorously proving they now deliver everything from diapers to dish soap while reminding viewers that not everything is "Eats."