A new campaign for Uber aims to take customers out of their booking autopilot, using humorous scenarios to illustrate their options.
The majority of rides happen in an UberX, but the rideshare app wants users to consider their options.
The “Get Your Ride Right” campaign by Johannes Leonardo, which became Uber’s creative agency in April, comes in the form of three ads to highlight Uber Black, Uber XL, and Uber Comfort rides.
In one spot called “The Will,” the protagonist, Karl, is at a will reading for his late uncle. When Karl thinks he’s getting his uncle’s measly plants, he opts for an UberX. It isn’t until it’s made clear that by “plants,” his uncle meant his textile, auto and steel plants, that Karl opts for a more appropriate luxury ride home in an Uber Black.
In another, a woman is looking forward to a day out. As she strolls merrily out of the house after booking an UberX, she sees her kids at the window and remembers that she is a mom of four. So, she switches to an UberXL.
For the third spot, a dad attends a parent-teacher conference at his child’s school. When the meeting ends, he tries to get up from a child-sized desk, and realizes he is stuck. He opts to ride home in an Uber Comfort for extra legroom.
The spots were directed by Jim Jenkins of O Positive and the campaign will run on TV, CTV, out-of-home, audio and social media.