Familiar excuses ring hollow in Uber's campaign with Mothers Against Drunk Driving
The in-house spot juxtaposes common defenses with better options
Oct 09, 2018
Just a few weeks after a major visual rebranding and a few months after losing CMO Bozoma Saint John to Endeavor, Uber has partnered with Mothers Against Drunk Driving to keep drivers under the influence off the road (and in one of Uber’s fleet of rideshare cars).
“Reasons to Ride” is a 60-second spot created in-house at Uber and directed by Phillip Montgomery of Tool of North America that features the stories of people out for a night on the town, giving common excuses for why they’ll be fine behind the wheel, like “There’s no one on the road right now” or “I do this every weekend.” Interspersed between these vignettes are scenes of better options that use the same lines. A bus driver assures a passenger that there’s no one on the road right now; it’s the Uber driver who does this every weekend.
True to MADD’s goal of keeping intoxicated drivers off the road no matter what alternative they choose, the campaign also promotes the train and the subway, in addition to the bus and Uber. Social videos of neon signs display an excuse before flickering to reveal the truth behind the justification.