Serviceplan’s first campaign for Uber plays on the German people’s habitual journey behaviour, even when inconvenient, with dry humour – presenting a solution, oder aber Uber or oder Uber). Serviceplan became creative agency partner for Uber in 2025 after winning a competitive pitch.
The four campaign films are humorous observations of German life, in which people persist with familiar routines even when there’s an easier solution.
The films were directed by Anorak Films director, Nick Ball, and shot in a documentary-inspired style. Their relatable human humour is enhanced by a dry, observational voiceover delivered by famous actor Axel Milberg.
The full campaign is running across Germany covering TV, digital out-of-home, digital and social media channels.
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