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Tennis legend Andy Murray has found himself at the center of controversy after an advert featuring the two-time Wimbledon champion was banned in Australia due to viewer complaints about its unsettling content. The commercial, created for food delivery giant Uber Eats, aired during the Australian Open last month but has since been pulled from television following backlash over its portrayal of what some called “promoting kidnapping.”
A campaign gone wrong: What sparked the outcry?
The now-banned ad opens with Murray in his hotel room, approached by two delivery drivers who claim they’re there for him, not his food. The tone quickly shifts as the drivers ominously tell Andy Murray to “get in the bag,” prompting the tennis star to flee down a corridor and leap out of a window in a dramatic escape.
The ad concludes with the tagline: “Order Andy Murray on Uber Eats Now. We haven’t caught him yet, but he can’t run forever.”
While the campaign aimed to humorously promote Uber Eats’ wide range of delivery options—even joking about delivering Murray himself—the execution left many viewers uncomfortable. Complaints flooded in to Australia’s Ad Standards Community Panel, with critics calling the ad “disturbing” and “unpleasant.” One viewer expressed concern that the ad normalized kidnapping, stating, “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 described the portrayal of Andy Murray’s fear and panic as “uncomfortable to watch.”
The panel upheld the complaints, ruling that the ad depicted “violent and threatening behaviour.” However, they acknowledged that the exaggerated nature of the commercial made it unlikely to inspire copycat actions. Despite this, the decision to ban the ad was finalized, and it will no longer air on Australian television.
In response, Uber Eats defended the campaign, 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 behaviour.”
The company also thanked viewers for sharing their perspectives, emphasizing their commitment to community feedback.
For Murray, the controversy marks an unexpected twist in his post-retirement ventures. The Scottish star, who hung up his racket after the Paris Olympics, has been exploring new opportunities, including a recent stint as Novak Djokovic’s coach. While the ad’s ban is a setback, it highlights the fine line brands must walk when blending humor with sensitive themes.
As the dust settles, the incident serves as a reminder that even lighthearted campaigns can spark serious conversations. For Andy Murray, it’s another chapter in a career that continues to captivate—both on and off the court.
