Uber thanks people for not riding with Uber

Coronavirus ad from Wieden + Kennedy coincides with PSA campaign urging people to 'stop moving'

Published On
Apr 10, 2020

Editor's Pick

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.

 

 

 

 

Credits

Date
Apr 10, 2020
Client:
Uber
Agency:
Wieden & Kennedy-Portland
Client Contact:
Thomas Ranese
Secondary Client Contact:
Jerome Austria
Secondary Client Contact:
Taj Alavi
Secondary Client Contact:
Nima Ramazan-Nia
Executive Creative Director:
Colleen Decourcy
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
Jason Bagley
Executive Creative Director:
Eric Baldwin
Creative:
Kathy Hepinstall
Creative:
Sara Phillips
Executive Producer:
Molly Tait Tanen
Producer:
Chris Capretto
Account Team Member:
Luiza Prata Carvalho
Account Team Member:
Beatriz Rodrigues
Brand Strategy Director:
Carly Starratt
Business Affairs:
Connery Obeng
Business Affairs:
Maggie Harasyn
Traffic:
Joe Chaath
Executive Design Producer:
Annie Sanditen
Design Director:
Karen Koch
Designer:
Angela Iannarelli
Senior Production Designer:
Matt Blum
Retoucher / 3D Artist:
Frazer Goodbody
Print + Fabrication Producer:
Denise Hanggi
Production Company:
PRETTYBIRD
Editorial:
Exile
Editor:
Kyle Brown
Assistant Editor:
Eileen Miraglia
Executive Producer:
CL Weaver
Head of Production:
Jennifer Locke
Post Producer:
Kristina Thoegersen
VFX:
Exile
Lead Flame:
Wes Waldron
Color Company:
The Mill
Colorist:
Matthew Osborne
Color Producer:
Blake Harrop
Music Company:
Beacon Street Studios
Song:
Promise Me
Sound Design Company:
Lime
Sound Designer:
Rohan Young
Mix Company:
Lime
Audio Mixer:
Rohan Young

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