Can’t Do That If You’re Driving, gets your imagination up and running. Special has given Uber a powerful asset that will stick in its audience’s minds.
The campaign takes on Australia’s obsession with their cars, highlighting the joys of being a passenger, featuring the weird, wonderful and liberating things you can do in the back of an Uber that you can’t do when behind the wheel.
The hero film features country-pop icon, Shania Twain, and local comedian-musician, Tom Cardy, belting out an original tune from the back of an Uber. It’s accompanied by a series of 15-second spots that capture other familiar moments people have in the back seats of Ubers, from swiping through dating apps to catching up on much-needed shut-eye.
“Can’t do that if you’re driving celebrates all the joyful, playful moments that happen in the backseat. We are thrilled to unlock the potential of this new campaign platform and can’t wait to continue to build on it,” stated Nicole Bardsley, head of marketing Uber Australia & New Zealand.
Simon Gibson & Nils Eberhardt, GCDs and creative team at Special, added, “For decades, pop culture has tried to convince us driving is a freeing experience. But when you stop to think about it, it’s just not true. You can do way more fun stuff in the back of an Uber than when you’re behind the wheel. We figured it was time someone pointed that out.”
“Pairing an international icon with a local Aussie comedian to create a backseat banger Aussies love has helped us develop something truly unique,” noted Dan Greenberg, Brand Manager at Uber Australia. “Our campaign is playful, a little cheeky, and impossible not to sing along to. It’s a track that feels right at home in an Uber ride to the footy, night out, or just heading down to the pub.”
The full campaign covers film, social, digital, OOH and in app gaming experiences.
Credits:
Client: Uber
Senior Director, Head of International Marketing, APAC, EMEA, LATAM: Lucinda Barlow
Director, Head of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Senior Marketing Manager: Dan Greenberg
Global Head of Creative & Brand: Danielle Hawley
Global Creative Director, APAC: Adam Ledbury
Director of Communications, ANZ: Peta Fitzgerald
Mobility Communications, ANZ: Bonnie Ko
Media Lead, ANZ & Taiwan: Rob Maddison
Head of International Marketing Strategy: Josh Pickstone
Legal Counsel: Yvonne Young
Social Media Lead, APAC: Chanelle Murray
Social Media Manager, ANZ: Haley Evirgen
Creative Agency: Special
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Regional Group Creative Directors: Peter Defries & Alan Wilson
Creative Team & Group Creative Directors: Simon Gibson & Nils Eberhardt
Creative Director: Noah Regan
Social Creatives: Eliza Smith & Harry Roth
Managing Director: Lauren Portelli
Team Lead: Laura Little
Senior Business Director: William Payne
Business Director: Fabrizia Violante
Business Manager: Wendy Hoang
CEO, Partner Special US: Kelsey Hodgkin
Strategy Partner: Dave Hartmann
Regional Executive Strategy Director: Celia Garforth
Group Strategy Director: Heather Sheen
Strategy Director: Phoebe Fielding
National Head of Production: Tash Johnson
Head of Still Production: Nick Lilley
Senior Producer: Jo Howlett
Digital Director: Sharon Gray
Senior Integrated Producers: Di Williams, Alyce Guy, Danielle Senecky
Designers: Liam Kenny, Sabine Schwarz Digital Editor: Nguyen Tran
Finished Artist: Jen Bailey, John Rivera
Production Company (Occasions): Finch
Director: Christopher Riggert
Managing Director & Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Sam Chiplin
Casting: Felicity Byrne
Post-Production Company (Occasions): Arc Edit
Executive Producer: Winnie O’Niel
Producers: Amelia Walton & Sally Quade
Editor: Lucas Baynes
Colourist: Fergus Rotherham
Online Production Company: Darling TV Canada
Sound Design Studio: Rumble Studios
Producer: Michael Gie
Audio Engineer: Tone Aston & Jo Mount
Production Company (stills): Chee Production
Still Executive Producer: Tamiko Wafer
Photographer: Pip Cowley
Retoucher: Visual Thing
Production Company (social): Special Made Production
Social DoP: Brendan Barnes
Social Editor: Robin Sung
Production Company (Shania & Tom): Finch
Director: Christopher Riggert
Managing Director & Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Sam Chiplin
Production Manager & Social Producer : Darcey Taylor Morrison
Director’s Assistant & Director of Socials: Jed Simkins
Facilitation Company Canada: OPC
Post-Production: ARC
Executive Producer: Winnie O’Niel
Producer: Sally Quade
Editor: Drew Thompson
Colourist: Fergus Rotherham
VFX Supervisor: Andy McKenna
Songwriter & Music Composer: Tom Cardy
Sound Design Studio: Rumble Studios
Producer: Michael Gie
Audio Engineer: Tone Aston
BTS Press: Dom Van Olm
Publicity: History Will Be Kind
Media Agency: EssenceMediacom
Creator Agency: Hello
Retail: H/Commerce
Talent Agency: Mayflower
