The Weekly Pitch: what's happening in marketing, right now.The WeeklyPitch

Tech & telco

Uber · Australia

Uber Clubhouse for Seniors

Agency: History Will Be Kind (concept and PR (public relations)), with Curious Nation (event production)

Uber Australia ran 'Uber Clubhouse for Seniors', a free two-night pop-up at one of Melbourne's oldest lawn bowls clubs on 8 and 9 October as part of the Victorian Seniors Festival. Guests were invited to bring a 'Bowls Buddy' for a friendly lawn bowls competition with a live DJ, drinks, snacks and prizes including Uber discount codes, alongside hands-on help with app features such as Simple Mode, Family Profiles, Call to Ride and the Multi Purpose Taxi Program. A dedicated pick-up and drop-off zone let staff help guests book rides on the spot. Uber also ran a support hub at the Victorian Seniors Festival Celebration Day at Federation Square on 3 October.

Sport & fitness

Planet Fitness Australia · Australia

Feeling Gymtimidated?

Agency: Engine, with production company Tusk

Planet Fitness Australia launched 'Feeling Gymtimidated?', an integrated campaign via Engine that targets 'gymtimidation': the feeling that gym culture makes people feel unfit enough to join in the first place. Two launch films use exaggerated gym stereotypes and Australian humour, 'Bunny Babe' (a parody of a fitness-influencer personal trainer sales pitch) and 'Lunks' (following two heavy lifters), alongside nine additional social reels. The campaign has its own audio signature, an acapella sting with a tuba bassline, and runs nationally across TV, BVOD, digital, social, out-of-home and radio.

Retail & fashion

Victoria's Secret · US

Fashion Show: fan movement

Under chief marketing and customer officer Elizabeth Preis, Victoria's Secret reworked its annual Fashion Show (held in Los Angeles on 18 October) to be, in Preis's words, 'much more participatory as a night of fun and friendship'. Changes included ticket drops, a nationwide search for a new Angel, and an 'Angels Among Us' episodic series, plus the brand's first-ever post-show TikTok Live. The show streamed globally on YouTube and the brand's social channels. This was the second show staged under Preis, who joined the company in May 2025.

Tech & telco

Boost Mobile · US

What's Your Plan?

Agency: In-house (Boost Mobile), with creative agency and production company Little Big Engine

Boost Mobile launched 'What's Your Plan?', built around former heavyweight boxing champion Mike Tyson's line that everyone has a plan until they get punched in the mouth. The creative follows everyday customers dealing with hidden fees and surprise price hikes before Tyson appears to deliver a 'wake-up call' and point them to Boost Mobile's $25-a-month unlimited, no-contract plan, which the brand says is available indefinitely (a brand pricing claim, not independently verified). Boost Mobile is also sponsoring the Mike Tyson Invitational on 24 October, with further events planned for 2027. The campaign runs across TV, connected TV, social, audio, digital, in-store and out-of-home in the US from mid-October through December.

Property & construction

Zelora · Australia

Gary

Agency: Howatson+Company (directed by Rabbit's Al Morrow)

Zelora, a solar and battery company, launched its first brand campaign built around 'Gary', a character played by actor Michael Logo who represents ongoing after-installation support. The hero film follows Gary from a customer's first phone call through installation day to years of continued help, aiming to address doubts about who supports customers once solar and batteries are installed. The integrated campaign runs across BVOD, SVOD, YouTube, Meta, out-of-home, digital display, in-store at Bunnings and Zelora's website.

Health & care · Retail & fashion

Lovehoney · Australia

DND (Down N Dirty) getaways

Agency: CampaignLab, with Into The Wild Escapes

Sexual wellness retailer Lovehoney launched 'DND', a series of off-grid cabin stays with Into The Wild Escapes where couples screenshot their phone screen time on arrival and again on departure: the bigger the drop, the bigger the discount, and couples who halve their scrolling stay free. Each cabin swaps phones for a disposable camera and a journal, and every stay includes a Lovehoney 'Reconnect Kit' (valued by the brand at over $250) sent before arrival.