Sydney, Australia – Uber is celebrating the joy of being a passenger with its new campaign platform, “Can’t Do That If You’re Driving,” created in partnership with Special.
The campaign flips Australia’s long-held love affair with driving on its head, championing the freedom of the backseat and the delightfully odd, unguarded moments that can only happen there.
At its centre is a musical collaboration between country-pop icon Shania Twain and Australian comedian-musician Tom Cardy, who are belting out an original tune from the back of an Uber—a love letter to everything you can’t do when you’re behind the wheel.
The hero film is supported by 15-second shorts capturing other quintessential Uber moments—from late-night naps to dating app swipes.
“‘Can’t do that if you’re driving’ celebrates all the joyful, playful moments that happen in the backseat. We are thrilled to unlock the potential of this new campaign platform and can’t wait to continue to build on it,” said Nicole Bardsley, head of marketing, Uber Australia & New Zealand.
Simon Gibson and Nils Eberhardt, GCDs at Special, said, “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. You can do way more fun stuff in the back of an Uber than when you’re behind the wheel.”
Dan Greenberg, brand manager at Uber Australia, added, “Pairing an international icon with a local Aussie comedian to create a backseat banger Aussies love has helped us develop something truly unique. Our campaign is playful, a little cheeky, and impossible not to sing along to.”
Rolling out across film, social, digital, outdoor and in-app platforms, the campaign reminds audiences that sometimes, the best seat in life isn’t the driver’s.
