After exploring waiting as a narrative resource in its campaign last fall, Uber is now amplifying its emotional strategy with its first major national Christmas ad in the United States. Titled “Close” and created by the Mother agency, the ad stars a young woman returning home for Christmas on an Uber ride from the airport to the outskirts of the city. The trip becomes an introspective journey through the memories shared with his father: childhood games, first goodbyes and, finally, a discussion that marks the emotional distance between them. But it is also a journey towards reunion: upon reaching her destination, the young woman decides to build a bridge.
The piece, directed by Michael Spiccia and produced by MJZ, is set to a James Blake version of Fleetwood Mac’s classic “Landslide,” which reinforces the reflective tone about the passage of time and family relationships. The ad will air in theaters, connected television, online videos and social networks in the United States and Canada.
“We wanted to show an emotional journey within a real journey. A family story with heart in the context of the holidays, accompanied by a moving song”explained Felix Richter, Chief Creative Officer of Mother.
The campaign thus takes up the emotional tone of “In Good Time”, launched by Uber in October to make its role in suburban areas visible. Also directed by Michael Spiccia, the brand recounted in one of the campaign spots the evolution of a couple’s relationship through the minutes before a journey, claiming its presence in significant moments of daily life.
“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.
Both campaigns are part of a strategy to reinforce the company’s presence in suburban markets, a current priority for the brand. And, according to data shared by the company in its last call with investors, around 20% of trips in the United States are already made in areas of low population density. With this sensitive narrative, Uber moves away from urban centers to integrate into the emotional lives of those who live in the suburbs.
