Andy Murray’s UberEats Advert Pulled by Australian Watchdog Over Kidnapping Concerns
A television advert featuring Andy Murray has been banned in Australia after complaints that it depicted kidnapping and violence.
The UberEats campaign, which aired during last month’s Australian Open, showed two delivery drivers attempting to capture and deliver the two-time Wimbledon champion to a customer.
The Controversial Advert
The advert begins with Murray opening his hotel room door, only to be greeted by two delivery drivers. When he tells them he didn’t order anything, they reply: “We’re here for you” and “We get all kinds of stuff now.”
One of them then instructs him to “get in the bag”, prompting the 37-year-old to flee by jumping out of a window and making a daring escape onto the street. The advert follows Murray as he is chased through alleyways and a restaurant kitchen, narrowly avoiding capture.
At the end of the ad, a message appears on the screen: “We haven’t caught him yet. But he can’t run forever.”
The campaign was designed to promote UberEats’ expanded delivery service, humorously suggesting that they could even deliver one of the greatest tennis players of all time.
Complaints and Watchdog Ruling
Despite its lighthearted tone, the advert sparked complaints from four viewers, who expressed concerns that it normalized kidnapping and violence.
One complaint stated:
💬 “Why is kidnapping being promoted as a normal act? It is against the law. The Uber ads will teach children it is OK to kidnap people.”
Another viewer added:
💬 “I am very concerned that the violence and criminal behavior shown, and also heavily suggested, in this series of advertisements is a risk and a danger to the community.”
After reviewing the complaints, the Ad Standards Community Panel ruled that the advert “depicted violent and threatening behavior” and upheld the complaint about kidnapping. However, they noted that Murray’s window escape was exaggerated and unlikely to inspire copycat behavior.
UberEats’ Response
Following the ruling, UberEats defended the advert, stating:
🗣️ “We maintain that the scenes broadcast were sufficiently exaggerated for comedic and dramatic effect and that no reasonable viewer would consider them realistic or as an endorsement of unsafe behavior.”
However, the company acknowledged the feedback, adding:
🗣️ “Even so, we would like to thank the four members of the community for sharing their perspectives.”
With the ruling upheld, the advert has now been removed from Australian television, bringing the controversy to an end.
