Who would take six Ubers on a first date?

Social video experts at Be On review "Effortless night", the latest viral from Uber.

The spot seems to miss the mark slightly having attracted just over 60,000 views in its first week on YouTube.


7/10

Perhaps in an effort to move on from the heat the company has received recently, Uber has pulled in heavyweights to help launch its first UK TV ad, which aims to take a lighthearted approach.

The spot, by BBH London and directed by Kim Gehrig, forms part of a wider campaign titled "Where to?".

Following "Grace" and "Miles" on a first date in a city that we imagine to be somewhere in the UK, the video’s concept focuses on the "the effortless journey".

Although things seem a little awkward at the start between the couple and things do not always go to plan on the date, the one seamless aspect of the night is the ease of travel between different destinations, thanks to Uber.

Filmed in one continuous take, the ad has a sweet and almost theatrical style that seems to have taken inspiration from the Golden Age of Hollywood or the more contemporary La La Land. It uses You’re the Boss by Elvis Presley and Ann-Margret on the soundtrack.

Gehrig is not one to shy from bold and impactful ads, having directed campaigns such as John Lewis’ "Man on the moon" and Sport England’s "This girl can".

It is a charming ad and while tapping into a style that was very popular with Damien Chazelle’s Award winning movie is a clever idea, the spot seems to miss the mark slightly having attracted just over 60,000 views in its first week on YouTube.

The campaign, which includes out-of-home ads in major cities across the UK, will run for six weeks, so this may increase interest in the spot. And although it is more fantastical than reality, one has to ask who would take six Ubers on a first date?