After becoming synonymous with urban mobility, Uber is driving further into the suburbs.
The company’s latest campaign, “There Are Drivers in Your Area,” reminds consumers that ride-hailing isn’t just for city dwellers. You can tap the app for a lift even in less densely populated neighborhoods.
This is Uber’s first U.S. campaign from Mother, which already works with the brand in the U.K.
A series of 15-second spots, directed by Michael Spiccia through MJZ, captures familiar suburban moments where Uber saves the day: a dog that refuses to walk another step, a man struggling to fit an antique clock into his car at a yard sale, and a sleepy family racing to the airport for a 5am flight.
A longer, more sentimental film, “In Good Time,” follows a couple through a countdown of moments before their Uber arrives. Their story begins at a suburban bar, with six minutes to spare, and culminates at a life-changing moment outside a costume party when the woman asks, “Do you have a minute?”
Uber has identified suburban markets as a key growth area. During an earnings call earlier this year, chief financial officer Prashanth Mahendra-Rajah noted that about 20% of ride-hailing trips now take place in “sparser markets.”
“We’re reimagining how Uber fits into daily life outside the city, because wherever you are, there’s a driver you can count on,” Georgie Jeffreys, head of marketing at Uber North America, said in a statement.
The creative aims to highlight how Uber has become part of everyday life beyond urban centers, added Oriel Davis-Lyons, chief creative officer at Mother New York. “It’s a big, expansive, story-driven platform for a brand that’s inextricably woven into the fabric of American life,” he said.
