Featuring Shania Twain and Tom Cardy.
Uber is highlighting the moments that can only happen in the passenger seat in a campaign via Special.
“’Can’t do that if you’re driving’ celebrates all the joyful, playful moments that happen in the backseat,” said Uber Australia & New Zealand head of marketing Nicole Bardsley.
“We are thrilled to unlock the potential of this new campaign platform and can’t wait to continue to build on it.”
The hero film features country-pop singer Shania Twain and local comedian-musician Tom Cardy.
“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,” said Special GCD/creative team Simon Gibson and Nils Eberhardt.
“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.”
The campaign is rolling out across film, social, digital, OOH and in app gaming experiences.
“Pairing an international icon with a local Aussie comedian to create a backseat banger Aussies love has helped us develop something truly unique,” said Uber Australia brand manager Dan Greenberg.
“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.”
CREDITS
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
Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: 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
Occasions layer
Production Company: Finch
Director: Christopher Riggert
MD/Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Sam Chiplin
Casting: Felicity Byrne
Picture-post company: Arc Edit
Executive Producer: Winnie O’Niel
Producer: 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
Still Production Company: Chee Production
Still Executive Producer: Tamiko Wafer
Photographer: Pip Cowley
Retoucher: Visual Thing
Social Production Company: Special Made Production
Social D.O.P: Brendan Barnes
Social Editor: Robin Sung
Shania/Tom layer
Production Company: Finch
Director: Christopher Riggert
MD/Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Sam Chiplin
Production Manager/Social Producer : Darcey Taylor Morrison
DA/Director of Socials: Jed Simkins
Facilitation Company Canada: OPC
Picture-post company: 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
