There’s not a car in sight in Uber’s new coronavirus ad. Instead, it features scenes of people safely sheltering at home, enjoying new-found time with their families, making the most of their isolation and reaching out to others—at a distance.
Uber’s ultimate message, however, is one of gratitude to viewers—for not being its patrons. “Stay home for everyone who can’t,” the spot reads. “Thank you for not riding with Uber.”
Agency Wieden + Kennedy teamed up with production company Prettybird to create the film. They put a call out to directors around the world who were stuck at home to capture their “new normal.”
User-generated footage has been a familiar go-to method for brands and agencies during isolation, but this collection is especially emotive. Set against a spare piano track, the scenes are artfully edited to a moving story arc, going from moments of desolation and isolation, to spirited bouts of creativity and then ending with faces of those we are hoping to protect, including the elderly.
The spot coincides with Uber’s social PSA campaign, “Uber Stop Moving,” also centered on keeping people in place. “A company that moves people is asking you not to move,” the posts read.
Along with the campaign, Uber has committed to providing 10 million free rides to those who need it most at this time—including healthcare workers and seniors. It’s also providing 300,000 free meals through Uber Eats to the healthcare workers.
Among the support it’s giving its drivers, the company has debuted a Work Hub, which features resources for its drivers to find additional work. It’s also working with rental car partners in various countries to help those drivers unable to work to return their rented vehicles without penalty. It’s also providing financial assistance to drivers and delivery people who have been diagnosed COVID-19 and have been ordered to self-quarantine or self-isolate.