AUSTRALIA — Uber has unveiled a new campaign platform, “Can’t Do That If You’re Driving,” in partnership with Special, highlighting the moments that can only happen in the passenger seat.
Tackling Australia’s long-standing love affair with cars, the campaign captures the joys of being a passenger — showcasing the weird, wonderful, and liberating things you can do in the back of an Uber that you can’t do when you’re behind the wheel.
The hero film features country-pop legend Shania Twain and local comedian-musician Tom Cardy performing an original tune from the back of an Uber, celebrating all the things you can’t do if you’re driving. The launch is complemented by a series of 15-second spots that spotlight relatable backseat moments — from swiping through dating apps to catching up on some much-needed sleep.
“‘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, GCD/Creative team at Special, added “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. We figured it was time someone pointed that out.”
Dan Greenberg, Brand Manager at Uber Australia, shared “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. It’s a track that feels right at home in an Uber ride to the footy, a night out, or just heading down to the pub.”
The campaign rolls out across film, social, digital, out-of-home, and in-app gaming experiences, continuing Uber’s mission to celebrate the shared experiences that make rides memorable.
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 Artists: Jen Bailey, John Rivera
Production Partners
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
Producers: Amelia Walton & Sally Quade
Editor: Lucas Baynes
Colourist: Fergus Rotherham
Sound Design Studio: Rumble Studios
Producers: Michael Gie
Audio Engineers: Tone Aston & Jo Mount
Still Production Company: Chee Production
Photographer: Pip Cowley
Retoucher: Visual Thing
Social Production Company: Special Made Production
Social D.O.P: Brendan Barnes
Social Editor: Robin Sung
Songwriter/Music Composer: Tom Cardy
Publicity: History Will Be Kind
Media Agency: EssenceMediacom
Creator Agency: Hello
Retail: H/Commerce
Talent Agency: Mayflower
