Aussies love to watch the Australian Open. But they hate watching same ads over and over and over again. For 2020’s Australian Open sponsorship Uber Eats made repetition the enemy, with a different media hack launched every day of the tournament. Each ad took a different tennis moment and tricked viewers into thinking they were watching the match, until a sudden Uber Eats food order from a player or celebrity revealed the truth. Replays, water breaks, ball girls, commentators...no moment was safe, but they were all entertaining and engaging. We kept the ads surprising and the viewers on their toes.