Uber’s advert is an emotional story that turns waiting into a love story
The Mother agency was in charge of the advertising campaign
The Uber advert reimagines its classic waiting times, turning them into a love story.
If there’s one brand revolutionizing urban transportation, it’s undoubtedly Uber. The mobility company has become a staple of everyday life, especially in the United States. Now, it has launched a campaign aimed at people living in suburban neighborhoods.
The piece shows how the typical waiting time offered by the company can turn into a love story. A campaign that seeks to show how Uber is present in the everyday moments of all of us.
Uber – In Good Time
The Uber advert is titled “In Good Time” and was created by the agency Mother and directed by Michael Spiccia. It’s the first major campaign developed by Mother in the United States, following its collaboration with the brand in the United Kingdom.
The piece shows how, in six minutes, a couple meets, falls in love, and experiences a series of key moments — all connected to the imminent arrival of an Uber car. The narrative unfolds minute by minute: a costume party, a neighborhood bar, an airport… everyday settings where memories and decisions are built. Everything culminates in a final, emotionally charged minute where both characters must decide the future of their relationship.
The Uber advert aims to boost the company’s growth in suburban areas of the United States, where around 20% of its rides currently take place.
According to Georgie Jeffreys, Uber’s Marketing Director for North America: “We reimagined how Uber fits into daily life outside the cities, because wherever you are, there’s a driver you can trust.”
Meanwhile, Oriel Davis-Lyons, Chief Creative Officer at Mother New York, added: “We wanted to create a broad, narrative platform for a brand that’s already part of the fabric of American life.”
Watch | YouTube
