Uber | Daddy
Uber is a transportation network which is well known for its ride-hailing taxi app. With the increase in crowd on the Indian roads and transportation becoming a concern, Uber wanted to create an ad campaign focusing on the comfort and assurance it provided. We partnered with Facebook, Singapore to create a series of ad films for the Social Networking Sites (SNS) like Facebook. These highlighted Uber’s was reliable service and the comfort provided to the extent that it could be considered ‘Apni Gaadi’ (Your Own Car).
We collaborated with the agency to write a series of scripts which were unified by the central theme – you can consider Uber your own car. We wrote about the human stories and experience of using the Uber service. The goal was to personalise a global brand and establish an emotional connection between the users and the brand by portraying its as personal space.
The stories ranged from an officer goer changing into a bear suit in the car, family offering sweets to the driver, an old couple travelling together to young bandmates having fun in the taxi. The ad films were shot in a studio set up with changing background. The concept for the Uber pool ad film was conceived in collaboration with the agency. It showed a group of people dressed as popular characters coming together and bonding as they share the ride. In a humorous take on the tagline, a preoccupied woman was shown climbing out of the car with her heavily loaded bags. In the commotion she forgot one important thing in the car – her child. As she comes back for kid the supers read out – Itni bhi apni mat samjho (Don’t consider it your car to this extent.)
The ad films were succinct and had a clear message attached to them. Uber portrayed itself as a service that people could consider their own and brought to itself a comfort which is typically attached to one’s belongings.
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