One spot compares working at a supermarket check-out with working as an Uber driver. Just as a checkout worker is about to finish his shift for the day, he sees a family with two enormous shopping carts full of food heading his way, and looks on in horror. That's contrasted with a scene of him arriving home from working for Uber whenever he chooses, greeting his family at the gate.
Another ad features a warehouse worker driving a forklift truck. Inspired by the image on a box of golf balls, he makes a break for freedom but is thwarted by the closing warehouse door. In contrast, the ad reminds us that with Uber, he can take the afternoon off whenever he wants to.
The ads, created by BBH London and directed by Outsider's Bart Timmer, set out to portray working for Uber in a positive light, despite the brand having been constantly criticized in the U.K. for the way it treats drivers. The campaign follows recent moves by the company to make it more attractive to drivers include adding a function to its app that lets customers provide tips.