Uber One is a paid subscription that allows members to save money and access benefits across Uber Eats and Uber Rides. The brief for Mother was to launch Uber One in the UK – to drive awareness of what it is and its benefits.

Other markets had struggled to land launch campaigns due to confusion around the offering. Instead of a campaign that only talked about savings, Mother focused on membership exclusivity and stated what Uber One is in the most straightforward way possible: “A membership for people who eat food and go places.”

The launch film features Hollywood icon Robert De Niro and rising British actor Asa Butterfield forming an unlikely friendship. They bond over their uniquely shared interest in eating food and going places. David Shane’s direction and the film’s witty script played to the actors’ strengths and brought the narrative to life.

The film launched in October and by the end of December Uber hit two million subscribers, far surpassing the objective of 1.6 million by the end of 2023.

Credits:
Agency: Mother
CCO/Partner: Felix Richter
ECD: Martin Rose
Creative Directors: Hannah Tarpey, Julie Matheny
Writer: Dickie Connell
Creatives: Conrad Haddaway, Sherwin Teo
Business Lead: Nick Owen
Mother: Will Payne
Strategy Director: Omar El-Gammal
Strategist: Jack McCormack
Producer: Jenny Fan
Chief Production Officer: Anna Murray
Production Company: O Positive
Director: David Shane
Edit: The Quarry
Post-Production: 1920 SFX
Sound House: No8
Brand: Uber One
Head of Marketing, UK&I: Maya Gallego Spiers
Client Marketing Lead: Romy Moeller
Client Global ECD: Jerome Austria
Client Global Creative Director: Einav Jacubovich