Uber is highlighting how traffic ruins Asian cities (and promoting its ride sharing services) in a new spot for the Asia Pacific market that features a city overrun by cardboard boxes.
The film, by Forsman & Bodenfors, is set to the track "Bare Necessities" from "The Jungle Book" and shows people moving around in individual cardboard boxes instead of cars, to illustrate the absurdity of how we get around cities. Directed by Adam Berg via Indio, it was shot on the streets of Bangkok with around 200 extras. Via some clever VFX, via Swiss, it ends with images of the boxes overflowing the city.
"We use boxes as a way to dramatize the traffic situation and highlight some of the funny, absurd and occasionally annoying situations that we face on daily basis in traffic," said Esh Ponnadurai, marketing director, Uber, Asia Pacific. "We also hint at the need for solution, of which ridesharing plays an important role."