Uber has turned something mundane like wait time into an emotional brand statement. With its new campaign “There Are Drivers in Your Area”, the mobility company moves away from urban skyscrapers to enter the residential neighborhoods of the United States, and does so with a piece that transcends the functionality of the service to tell a story about what happens just before getting into a car.

Titled “In Good Time” and directed by Michael Spiccia, the piece narrates, through a series of moments counted in minutes, the evolution of a couple from their first meeting, six minutes before the car arrives, until a crucial moment that occurs when there is only one minute left to decide their future. The story, full of emotional realism, is set in recognizable suburban settings such as a costume party, a neighborhood bar or the airport.

“We reimagine how Uber fits into everyday life outside of cities, because wherever you are, there is a driver you can trust”said Georgie Jeffreys, Director of Marketing at Uber North America.

The campaign is Uber’s first major action in the United States developed by the Mother agency, which already works with the brand in the United Kingdom.

In parallel to the emotional spot, several 15-second pieces have been produced with everyday scenes in which Uber makes a difference: a dog that refuses to continue walking, a family that runs to the airport at dawn or a man in love with a grandfather clock at a flea market. In all of them, Uber appears as the reliable and close resource that solves.

“We wanted to create an expansive and narrative platform for a brand that is already part of the fabric of American life”explains Oriel Davis-Lyons, Chief Creative Officer of Mother New York.

Thus, the message “There Are Drivers in Your Area” is part of a broader strategy to give Uber a boost in less dense and suburban markets. According to data presented at a conference with investors, approximately 20% of trips in the United States are already made in areas with lower population density. So the campaign seeks to consolidate that presence and dismantle the idea that Uber is only available in large urban centers.