Andy Murray, the renowned tennis star, recently found himself at the center of a controversy following the release of an Uber Eats advertisement. The commercial, which aired during the Australian Open, was intended to humorously promote the food delivery service. However, it quickly drew criticism from viewers who found its content disturbing and inappropriate.
The advert begins with Murray in his hotel room, where he is approached by two delivery drivers who claim they are there for him, not his food. The tone of the commercial shifts dramatically as the drivers ominously tell Murray to “get in the bag,” prompting the tennis star to flee down a corridor and leap out of a window in a dramatic escape. The ad concludes with the tagline: “Order Andy Murray on Uber Eats Now. We haven’t caught him yet, but he can’t run forever.”
While the campaign aimed to humorously highlight Uber Eats’ wide range of delivery options, the execution left many viewers uncomfortable. Complaints flooded in to Australia’s Ad Standards Community Panel, with critics accusing the ad of normalizing kidnapping and depicting violent and threatening behavior. One viewer expressed concern that the ad would teach children that kidnapping is acceptable, while another described the portrayal of Murray’s fear and panic as “uncomfortable to watch.”
The Ad Standards Community Panel upheld the complaints, ruling that the ad depicted violent and threatening behavior. Despite acknowledging the exaggerated nature of the commercial, the panel decided to ban the ad from airing on Australian television. In response, Uber Eats defended the campaign, stating that the scenes were sufficiently exaggerated for comedic and dramatic effect and that no reasonable viewer would consider them realistic or as an endorsement of unsafe behavior. The company also emphasized its commitment to community feedback and thanked viewers for sharing their perspectives.
For Andy Murray, the controversy marks an unexpected twist in his post-retirement ventures. The Scottish star, who retired after the Paris Olympics, has been exploring new opportunities, including a recent stint as Novak Djokovic’s coach. The backlash over the Uber Eats advert serves as a reminder of the fine line between humor and insensitivity in advertising campaigns.