Uber tells story of 'endless possibilities' in debut UK TV ad

Uber's first TV ad in the UK hopes to represent the "endless possibilities" of using the taxi-hailing app in debut work by Bartle Bogle Hegarty London.

The brand’s "Where to?" campaign has been launched with a 60-second spot, which first aired last weekend, and will be followed with a series of out-of home posters going live from today.

The ad, directed by John Lewis’ "Man on the moon" and Sport England's "This girl can" director Kim Gehrig, tells the story of Grace and Miles, a young couple of their first date. Set against the soundtrack of You’re the Boss by Elvis Presley, the couple move quickly from location to location with the help of an Uber car that is activated with the touch of a button.

Gehrig said: "When we embarked on our film, the brief was to make it look as effortless as possible. We rehearsed for days, and the challenge was how to get our dancers from one end of the set to the other in 60 seconds.

"As the film is one shot we had nowhere to hide. Every action and movement needed to be efficient, telling the story and getting us through cars as quickly as possible."

BBH was appointed by Uber in March 2016 and produced outdoor work, but this is the first time the brand has created a TV ad. Manning Gottlieb OMD is handling the media.

The ad was created by Raymond Chan and Simon Cenamor at BBH London and directed by Gehrig through Somesuch. Chan and Cenamor were the creative team behind the first "This girl can" ad by FCB Inferno. 

Rachael Pettit, Uber’s UK head of marketing, said: "‘Where to’ represents the endless possibilities when you open up the Uber app and this theme will run through all of the creative work. Millions of people rely on Uber to get a reliable ride at the touch of a button and we wanted to bring this simplicity to life through the ad."