The Kid Laroi battles ageing in Uber Eats’ latest campaign

February 11, 2026 11:36

The Kid Laroi is the latest celebrity to land an Uber Eats campaign

Uber Eats and creative agency Special have served up another chapter in the former’s “Get Almost, Almost Anything” brand platform — this time starring Australian music artist, the Kid Laroi, and his battle with premature aging.

Directed by Steve Ayson of production company 3&7, the campaign’s hero film takes viewers into a boardroom where the Kid Laroi sits before a group of music executives, who are busy brainstorming ways to give the multi-platinum-selling recording artist a “more adult” image.

After his input is shut down with a condescending “kid, the grown-ups are talking”, Laroi uses the Uber Eats app to order a new name — “The Man Laroi”. But while his more mature image appeals to the executives at first, Laroi rapidly ages, and the challenges that come with it — including hair loss, breaking a hip, and sleeping during inopportune times — negatively impact his career before he is officially dropped from his label.

The spot ends with Laroi back to his younger self, enjoying a freshly delivered New York cheesecake.

The film has 60-second and 15-second variants, and is soundtracked with Laroi’s 2024 single, “Baby I’m Back”.

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“Get Almost, Almost Anything has become one of our most distinctive brand platforms, and this latest chapter pushes it further through humour and cultural relevance,” Nicole Bardsley, head of marketing at Uber ANZ, said in a press release.

“The Kid Laroi brings an unmistakable energy to the story, helping us highlight the breadth of Uber Eats in a way that’s entertaining and memorable.”

In a comment sent to Mumbrella, lead Special creatives Locki Choi and Lauren Regolini, delved deeper into the team’s approach to the campaign.

“It’s wild how successful The Kid Laroi has become at such a young age, but that kind of success in your twenties comes with its own challenges,” they said.

“People talk down to you. You get ID’d at clubs. The people at the Lambo dealership don’t take you seriously. That’s when The Man Laroi was born.”

According to Regolini and Choi, once Special had settled on the concept “of a young kid instantly turning into an old man”, the team scripted numerous scenarios, including cruise-ship performances, a bingo hall brawl, and botched plastic surgery.

“In the end, we settled on him breaking a hip on stage,” they said.

The Kid Laroi is the latest celebrity Uber has tapped for its campaigns.

Most recently, during the Australian Open, Uber Eats ran a mockumentary-style campaign featuring commentator and ex-professional tennis player Jim Courier. In October last year, the queen of country-pop Shania Twain joined musician and comedian Tom Cardy for Uber’s “Can’t Do That If You’re Driving” spot.

Other celebrities who have starred in Uber and Uber Eats campaigns via Special include Cher, Hong Kong actor Nick Cheung, Jason Alexander, and Andy Murray.

The “New Name” campaign launched on February 2, and will play on digital audio, Snapchat, Youtube, BVOD, Tiktok, Meta, OLV and TV.

CREDITS

Uber Eats

Senior Director, Head of International Marketing, APAC, EMEA, LATAM: Lucinda Barlow

Head of Marketing, ANZ: Nicole Bardsley

Brand Marketing Manager: Holly Dover

Global Head of Creative & Brand: Danielle Hawley

Global Creative Director, APAC: Adam Ledbury

Communications Manager ANZ: Joshua O’Connor

Media Lead, ANZ & Taiwan: Rob Maddison

Head of International Marketing Strategy: Josh Pickstone

Legal: Cameron Loughlin, Jessica Shao

Social Media Manager, ANZ: Haley Evirgen

Special

Partners/CEO: Lindsey Evans & Cade Heyde

Partners/CCO: Julian Schreiber & Tom Martin

Regional Group Creative Directors: Peter Defries & Alan Wilson

Lead Creatives: Lauren Regolini, Locki Choi, Garret Fitzgerald

Managing Director: Lauren Portelli

Team Lead: Laura Little

Senior Business Director: Charlie Keeble & Will Payne

Business Managers: Annabel Malouf & Wendy Hoang

Regional Executive Strategy Director: Celia Garforth

Strategy Director: Henry Bilson, Kellie Box

National Head Of Production: Tash Johnson

Senior Producer: Christina Wilmot

Senior Integrated Producer: Alyce Guy

Production Assistant: Ada Tuna

Head Of Design: Adam Shear

Designer: Cameron Morris

Production Company: 3&7

Director: Steve Ayson

DOP: Sam Chiplin

Producer: Allison Lockwood

1st AD: Emma Schofield

Art Director: Ruby Mathers

Makeup / Hair Stylist: Mat Hornby

Prosthetics: Odd Studios | Damian Martin, Mariel McClorey, Charlotte Johansen

Casting: Citizen Jane Casting – Natalie Jane Harvie

Post-Production: ARC

Editor: Jack Hutchings

Executive Producer – Daniel Bradford-Fry

Senior Producer: Sally Quade

VFX: BLOCKHEAD VFX

Creative Director: Nigel Mortimer

VFX Supervisor: Stefan Coory

Executive Producer: Charlotte Plowman

Senior Producer: Rachael Trillo

Senior Producer: Laura Noonan

Audio Post Production: Rumble Studios

Sound Design and Mix: Tone Aston, Daniel William, Dexter Cave

Executive Creative Producer: Michael Gie

Audio Producer: Irene Kakopieros

Music: Baby I’m Back

Artist: The Kid LAROI

Music & Talent Licensing: Mayflower Entertainment

Social

Director: Charles Grant

Producer: Steph Wilkinson

Production Manager: Ada Tuna

Social Edit: Monolux

1st AC: Darren Mak

Digi Op: Matty Patek

Gaffer: Mirco Guidon

Sound: Dylan Frost

Props Stylist: Cloe Jouin

Media Agency: EssenceMediacom

Retail Agency: RX

Talent Management: Mayflower Entertainment