Uber UK Smashes ‘Where to’ Creative Out of the Park

Produced by BBH London and based on its ‘endless possibilities’ brand philosophy, Uber has launched its first television campaign for the UK.

Uber has launched a new campaign in the United Kingdom. Titled Where to, the push introduces its first television advertisement for the UK market, with a series of OOH executions going live from today. The effort was developed over the last seven months by BBH London and MG OMG.

Led by a 60-second spot dubbed Effortless Night, the campaign’s brand philosophy represents the possibilities that open up when one uses the ride-hailing app. By putting a person’s city within reach at the touch of a button, the narrative depicts the luxury of going places with ease.

“You don’t often get the chance to set the tone of voice for a game-changing global brand from scratch. It was an awesome brief; one we wanted to smash out of the park with work that is simple and above all else, different from everything else out there,” said Ian Heartfield, Deputy Executive Creative Director of BBH London.

Directed by Kim Gehrig, the film tells the story of Grace and Miles, a young couple on their first, and uses Elvis Presley’s You’re the Boss to highlight how Uber places its users in control. The outdoor placements have been scheduled for London, Manchester, Birmingham, Leeds, and Edinburgh.

Set to run for six weeks, the national-level exercise features multiple components to include television, out-of-home, online, cinema, and public relations. The application is available in more than 25 towns and cities across the UK and is used by millions of people every month.

“We are really excited to be launching the first chapter of our brand idea. With the endless possibilities theme slated to run through all of the creative work from the campaign, we wanted to bring this simplicity to life through the ad,” said Rachael Pettit, Head of Marketing for Uber UK.