Special Australia’s flair for human humour comes to the fore in its campaign for Uber’s new Reserve product that allows you to pre-book an Uber for later.
The creative shows why it pays to be prepared and book a ride in advance for whenever you might need it with a series of very witty “home truths” – solving family tech problems is going to end in a squabble, kids parties are going to end badly, and one of your friends is going to take a game very seriously.
The full campaign covers TV, BVOD, online video, cinema, social, OOH and audio, and features comedian, Ronny Chieng, getting out of sticky situations in a series of spots.
David Griffiths, head of marketing, Uber ANZ, stated, “The reserve now, ride later feature is designed for those Aussies who like a bit more control and planning in their lives. We’re using these exaggerated moments to show how relevant the innovative reserve feature is, all while providing price certainty for travellers. Whether you’re scheduling a ride to the airport, planning to see friends or aiming for an on time exit from a kid’s party, Uber Reserve is at your fingertips.”
James Sexton, APAC creative director, Special, added, “Reserve now, ride later gave us a simple structure to talk about what you might be riding to, or more importantly away from. And in the films, we really had fun with the now and later, showing Ronny, our smoke-bomb savant, spotting impending chaos before anyone else and planning the perfect getaway with Uber Reserve.”
The campaign launched on August 21.
Credits:
Client: UBER
Senior Marketing Director, International: Lucinda Barlow
Director Of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: David Griffiths
Mobility Marketing, ANZ: Marine Blanchetier
Marketing Manager, ANZ: Dan Greenberg
Creative Director, APAC: Adam Ledbury
Social Media Lead, ANZ: Joshua Pickstone
Media Lead, APAC: Louisa Chu
Communications Director, ANZ: Peta Fitzgerald
Senior Communications Manager, ANZ: Nick Vindin
Communications Manager, ANZ, Claire McAdam
Creative Agency: Special
Founding Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Creative Director: James Sexton
Creatives: Wayne Ching, Noah Regan, Mark Starmach, Alastair Flack & Jonty Bell
General Manager: Lauren Portelli
Team Lead: Laura Little
Business Directors: Ed Nash
Business Manager: Genevieve Bowes
Head of Strategy: Celia Garforth
Head of Film Production: Sevda Cemo
Producer: Alyce Guy
Head of Stills: Nick Lilley
Stills Producer: Danielle Senecky
Talent Director: Emily Stewart
Digital Producer: Stacey Szabo
Head of Design: Adam Shear
Designer: Maria Ancines
Finished Art: Jen Bailey
Retoucher: Nick Mueller
Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Llew Griffiths
Producer: Linzee Rose
DOP: Jeremy Rouse
Post-Production: ARC Edit
Offline: Phoebe Taylor
Grade: Ben Eagleton
Online: Viv Baker
Post Producer: Kani Saib
Sound: Rumble Studios
Sound Designer: Tone Ashton
Audio Producer: Irene Kakopieros
Photography: Photoplay
Photographer: Trent Mitchell
Executive Producer: Alison Lydiard
Producer: Amanda Moore
Stylist: Nicki Colbran
Media Agency: EssenceMediacom
Social Agency: Hello Social
