Uber wants its membership program to get stuck in your head, and it’s using catchy songs to do it.
Last week, the rideshare and food delivery company teased that it had tapped producer Sean “Diddy” Combs to make a “hit” for the brand’s third Super Bowl ad. The full spot features appearances by Montell Jordan (“This Is How We Do It”), Donna Lewis (“I Love You Always Forever”), Kelis (“Milk”), Ylvis (“What Does The Fox Say”) and Haddaway (“What Is Love”), all remixing their top songs for the Uber One membership.
“It was a really fun exercise,” said Danielle Hawley, Uber’s head of creative strategy, when asked about how the brand chose the “catchiest” songs. “We all come from different walks of life and grew up in different parts of the world, so the common ones were the ones that we would start singing and everyone knew them.”
The 60-second spot will run in the second quarter of this year’s game. The campaign, titled “One Hit for Uber One,” was created by Special Group U.S., the agency behind the company's last two Super Bowl spots for Uber Eats. This year’s spot was produced by Biscuit and directed by Andreas Nilsson.
Uber One, which launched in November 2021, is a paid membership service that gives users discounts on rides and food delivery.
“It didn’t play into the creative tone, but we acknowledge that savings are top of mind for consumers,” said Hawley. “Which is why we landed on advertising Uber One. While millions of folks use Uber, we had to stand out and get them to remember [the membership].”
Uber's Big Game ad last year featured Jennifer Coolidge, Trevor Noah, Nicholas Braun and Gwyneth Paltrow eating household items delivered by Uber Eats. The company's first-ever Super Bowl spot in 2021 resurrected “Wayne’s World” and featured Cardi B.
In addition to the ad, Uber will run a promotion from Feb. 7 through Feb. 19, where new members can get three months free on their membership. Uber will also host an Uber One-only members party in Phoenix, Arizona on Feb. 10. The event will feature a musical performance from Paris Hilton.