When you want a time machine but really just need some thyme.

In 2025, Uber Eats extended its cheeky “Get Almost Almost Anything” platform with a new (and very iconic) face: Cher. The challenge? Most Australians still didn’t know that Uber Eats could deliver more than just restaurant meals, things like bread, cleaning products or even wine. The campaign needed to drive home the idea that Uber Eats delivers a huge range of retail essentials. But not everything.

The “Get Almost Almost Anything” platform plays on our desire to live without limits. But what if we actually could get anything? In this latest chapter, Cher ponders the lyrics of her 80s hit, “If I Could Turn Back Time,” and orders a time machine on Uber Eats. Instead of a nostalgic flashback, she’s transported to the 1600s and quickly accused of witchcraft. A flaming stake and a pilgrim-led lute band rendition of “Turn Back Time” ensue. The punchline? While you can’t get a time machine on Uber Eats (for good reason), you can get thyme. Phew.

To ground the absurd in authenticity, we built a full-scale 17th century village. From period-perfect costuming and handmade sets to visual effects that blended green screen, matte paintings and retro-style time travel VFX, every element was crafted to amplify the drama, the humour, and the very Cher-ness of the piece. The film also delivered a wave of nostalgic detail, including a cannonball entrance nodding to her original music video and a custom pilgrim remix of her song.

Cher was the perfect match. An iconic figure with cultural relevance thanks to her 2024 autobiography and Victoria’s Secret cameo, and the rare ability to laugh at herself by being burnt at the stake, making the pay off all the more entertaining for our audience.