Robert De Niro finds a new best friend in Uber’s charming film

Asa Butterfield from ‘Sex Education’ co-stars in lighthearted three-minute spot from Mother and director David Shane

Published On
Oct 27, 2023
Asa Butterfield and Robert De Niro eating Uber Eats takeout on a couch

Editor's Pick

It’s not a “Taxi Driver” spoof, as some had speculated, but it’s perhaps even better.

Uber is breaking its new campaign with Robert De Niro in the U.K. on Friday, and it turns out to be a charming short film co-starring Asa Butterfield, the young British actor best known for his role in the series “Sex Education.”

It’s best not to give too much away up top, but at the outset of the film, Butterfield is seen trying to make small talk with De Niro on a film set—with awkward results. But soon, they find common ground and an unlikely friendship ensues.


The film, directed by David Shane at O Positive, will run on TV, BVOD, cinema and digital, with cuts as short as six seconds. There will also be a set of posters supporting the film, as some work from influencers including Pablo Rochat (@pablo.rochat), Dani Ha (@daniverdari) and Dominique Davis (@allthatisshe).

Boiling down the Uber One proposition to “eating food and going places” is a great way to simplify things in a relatable way—and getting there through uncomfortable small talk is an inspired way in with a celebrity of De Niro’s stature. 

Shane also does a fine job of building up the friendship through rom-com montage tropes, making good use of De Niro’s comedic skills, which the actor has leaned into often in his later years.

“The team achieved a great duality here: this film is both funny and sweet, ironic and sincere, direct and subtle—setting a really unique tone for Uber One in the U.K.,” Felix Richter, chief creative officer of Mother London, told Ad Age. 

Here are some of the out-of-home ads:

Uber One billboard that reads "A membership for people who like being driven home to order dinner"

Uber One billboard that reads "A membership for people who eat food and go places"

Uber One billboard that reads "Have you ever eaten food? Or gone to... a place?"

“Our new campaign aims to let people know that Uber One is a membership for people who eat food and go places, which is just about everyone,” said Maya Gallego Spiers, U.K. and Ireland head of marketing at Uber and Uber Eats. “For our first-ever Uber One campaign, we've been lucky enough to work with the incredibly brilliant Robert De Niro and Asa Butterfield, who have brought this campaign to life beautifully on screen.”

Uber One allows users to save money on both Uber rides and Uber Eats deliveries. The membership program has more than 1 million members in the U.K.


Oct 27, 2023
Client :
Agency :
Production Company :
O Positive
Director :
David Shane
Producer :
Nell Jordan
Executive Producer :
Ralph Laucella
Executive Producer :
Marc Grill
DP :
Justin Brown
Production Designer :
Dan Betteridge
PM :
Polly Leach
Editorial Company :
The Quarry
Editor :
Paul Watts
Editor :
Scott Crane
Post :
1920 SFX
VFX Supervisor :
Ludo Fealy
2D Lead :
Jamie Stitson
Colorist :
Kai Van Beers
VFX Producer :
Charlotte Griffin
Music Licensing :
Arnold Hattingh
Sound House :
Sound Engineer :
Sam Robson
Media Agency :

Need a credit fix? Contact the Creativity Editors

Project Type