Uber has partnered with Destiny’s Child singer Michelle Williams in its new campaign promoting the benefits of Uber One.

Spoofing the notion that Williams “was in one of the most iconic girl groups and no one recognises her”, the campaign begins with the Grammy-winning artist strutting through Sydney’s Botanical Gardens with white sunglasses, a vibrant power suit and a MW keychain.

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A series of awkward mistaken identity moments follow with Williams thinking a fan has recognised her only to discover he is yelling at his disobedient dog Michelle.

This mishap follows a stranger on a park bench who asks her if she’s Michelle Williams. Assuming she’s been correctly identified, she reveals she is indeed Michelle Williams only to discover she’s dropped her wallet.

The campaign will run in Australia from today [4 March] across television, online video, outdoor media, linear and digital audio, and social and owned channels.

Williams said: “I love visiting Australia, I love the savings I score on Uber One and I love the Aussie sense of humour so this campaign was fun for me.”

Special Uber APAC Creative Directors, James Sexton & Sarah Parris said: “In the second instalment of the ‘Savings that Don’t Disappoint’ campaign Michelle Williams pokes fun at something the internet has been talking about for years. Michelle’s success and accolades are inarguable but in an iconic 90s girl group packed with megastars, it can be hard to stand out.”

Uber Eats Brand Lead for Australia and New Zealand, Channa Goonasekara concluded: “Michelle Williams brings star power and great comedic timing throughout the hero film and supporting creative. Through her performance, she’s able to contrast the disappointment of being the ‘least favourite child’ with the joy of being an Uber One member.

“After this campaign, we’re confident more people will be saying Michelle’s name and realising that Uber One is savalicious.”

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