Cher: “I’m Not a Witch, I’m an Icon”
Pop legend Cher stars in Uber Eats’ latest campaign, blending her 1989 hit If I Could Turn Back Time with a witch-trial twist. The ad, now airing in Australia, opens with Cher humming her signature tune while scrolling for a time machine on Uber Eats.
Cher travels back to the 1600s using a bungled Time Machine in a new Uber Eats ad! pic.twitter.com/LrqtBDC3TZ
— Cher Universe (@TCherUniverse) January 29, 2025
A delivery arrives but instead of thyme, she gets a retro gadget that zaps her to the 1680s. Chaos ensues when villagers accuse her of witchcraft. Her rebuttal? “I’m not a witch, I’m an icon.”
Why Thyme? Uber Eats Says “Skip the Grocery Run”
The campaign’s tagline, “We bring you thyme, so you save time”, nods to Uber Eats’ expanded delivery options. “Cher’s timeless appeal makes her the perfect fit,” says Uber’s Head of Marketing Nicole Bardsley. The ad’s Australian debut makes sense: Uber Eats reports a 40% spike in odd-hour grocery orders Down Under.
“Take Me Back to the 80s”
Cher’s time-travel mishap isn’t just camp fun, it’s strategic. Uber Eats ANZ Brand Lead Channa Goonasekara admits the team wanted a “high watermark” for their Get Almost, Almost Anything series. Mission achieved. The ad recreates Cher’s iconic USS Missouri cannon pose and her signature sequined boots. One question: Why did the villagers confiscate the boots?
Some brands stumble with celebrity partnerships. Indeed, Uber Eats’ campaign with Andy Murray being chased around Melbourne, which screened during the Australian Open, had viewers throwing cushions at the screen. But Cher’s ad avoids missteps, with Uber Eats leaning into her unapologetic persona.
