Viewers furious at Uber Eats ads embedded into Australian Open

The branded bag reveals itself.

Australian Open viewers have been left confused after an Uber Eats launched a series of TV advertisements that tricked tennis fans into thinking it was a real match.

One of the ads, which debuted last night, begins with an announcer saying “welcome back to the Australian Open”.

Aussie tennis star Nick Kyrgios is seen bouncing a ball while beads of sweat roll down his face.

Then, suddenly, Kyrgios looks into the camera and a doorbell sound is heard.

“Tonight I’ll be having garlic bread and a strawberry sundae,” he says, before he is handed a branded Uber Eats bag.

Weird turn of events, but OK.

In another ad, Kyrgios takes a seat to be attended to by a medical professional. Throughout the real game he had in fact been injured and had his knee strapped after the first set.

“It’s never good to see the trainer out, let’s hope everything is OK with Kyrgios,” the announcer says before the “trainer” turns around and reveals herself to be ex-SBS newsreader Lee Lin Chin.

In a masterful display of hoodwinkery by Uber Eats, Channel 9 and Kyrgios happened to be wearing a strikingly similar outfit during the prerecorded ads as he was wearing on the court.

He also managed to spin his injury into the narrative script of the ad as it appeared during the game.

Chin has participated in a number of ads with the delivery company since parting ways with SBS and become somewhat synonymous with the brand, which might explain why she concealed her face for most of the sneaky ad.

Kyrgios seemingly receiving a massage from a physio.

Kyrgios seemingly receiving a massage from a physio.Source:Twitter

The branded bag reveals itself.

The branded bag reveals itself.Source:Twitter

The ad was a clear attempt at the temporary bamboozlement of otherwise savvy, ad-weary viewers, confusing their ability to discern between what is an ad and what was actual game play.

Right up until the moment an Uber Eats bag was in their face.

Kyrgios initially took to the court last night without strapping and the pain seemed to first present itself late in the first set. The ads tied in well with the controversial Australian star’s injuries. And his outfit.

Many viewers took to Twitter to vent their frustration over the cheeky ads.

Kyrgios was knocked out last night by Canadian Milos Raonic in straight sets. It is unclear what Uber Eats will deliver to Australian Open viewers next.

They are a major advertising partner for Nine’s tennis coverage.

Other Twitter users loved Uber Eats’ clever use of the airtime and talent, taking to social media to express their love for the creative set of placements. One user tweeted that one ad was “the best Uber Eats ad of all time.”

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