The US has many cultures but one of the main ones is cars. That’s a challenge for Uber. But a brand campaign by Mother New York, a project given to the agency, is repositioning Uber as the driver in your area.

The campaign, There Are Drivers In Your Area, with its series of real everyday suburban experiences, focuses on how Uber can make life easier, being available and reliable – the early morning airport trip, the passion purchase that’s an awkward size, the dog who has had enough walkies.

There Are Drivers In Your Area leads with a 2-minute hero film, a love story that follows a couple through a countdown of the fleeting moments before their Uber arrives. Their story begins with a spark in a suburban bar with six minutes to spare, and concludes with one minute that proves just long enough to tip life in a different direction. The spot captures how the right ride, at the right time, can shift the course of a day – or even a life.

All the films were diretcedby Michael Spiccia from MJZ. 

Oriel Davis-Lyons, chief creative officer, Mother New York, stated, “This campaign is about the tapestry of life that happens across America’s suburbs every day and the way Uber is a thread keeping it all together and moving. It’s a big, expansive story-driven platform for a brand that is inextricably woven into the fabric of daily life in America.”

Georgie Jeffreys, head of marketing at Uber, North America, added,“Our new campaign reminds consumers of the moments when Uber can help you get around — whether it’s heading to the airport, traveling with your dog, or when your own car lets you down. We’re reimagining how Uber fits into daily life outside the city, because wherever you are, there’s a driver you can count on.”

Credits
Client: Uber
Agency: Mother New York
Director: Michael Spicca
Production Company: MJZ 
Edit: Cabin Editorial
VFX Company: Preymaker
Colour: Royal Muster
Sound Record & Mixing: Sonic Union
Music Supervision: Premier Music
Original Music Composition: Human