For years, Uber symbolized the pulse of big cities—Manhattan lights, San Francisco alleys, late nights in Los Angeles. In 2025, the brand pivots. With “There Are Drivers in Your Area” by Mother New York and directed by Michael Spiccia (MJZ), Uber steps into America’s suburbs—reframing proximity, reliability, and everyday usefulness.
Why is this a landmark pivot for Uber?
The platform humanizes mobility outside dense downtowns. It shows that the brand isn’t just for rushed city nights, but a daily companion for ordinary, meaningful moments—airport pickups, vet runs with a tired dog, or going out without driving. Proximity becomes the promise.
How is the idea brought to life?
The hero short, “In Good Time”, tells a tender, six-minute story: a couple inside a string of suspended moments before their Uber arrives—one ride that nudges a decision, a departure, a new chapter. Surrounding it are crisp 15-second shorts—“Airport Dad,” “Clock,” “Tired Dog”—all grounded in suburban life. Visually, the work borrows from American indie cinema: elegant aerials, warm late-afternoon light, and sincere performances.
“Uber is the invisible thread connecting the stories of American suburbia.” — Oriel Davis-Lyons, Chief Creative Officer, Mother New York
Why speak to the suburbs now?
Beyond downtown cores, mobility needs remain constant—school runs, local errands, weeknight plans. By leaning into proximity and everyday reliability, Uber anchors itself as part of the suburban routine rather than a weekend-only convenience.
What’s the OOH/DOOH play?
The line “There Are Drivers in Your Area” turns from an in-app alert into a public manifesto. A system of dynamic OOH, social, and audio keeps the message ambient and timely—meeting people where they live. Like great OOH, it’s simple, place-based and memorable: high frequency, high warmth, high recall.
From modernity to everyday reliability
Post-pandemic behaviors reshaped how and where people move. This work recasts Uber not as a futuristic city icon but as a dependable neighbor—close by, ready when life happens. It’s a creative reset that favors authenticity over spectacle and stories over tech demos.
FAQs about this campaign
What is “There Are Drivers in Your Area”?
Uber’s suburb-focused platform by Mother New York, led by the short film “In Good Time” and a suite of 15-second spots showing everyday mobility moments.
Why focus on U.S. suburbs?
Suburban life generates frequent, practical trips—airport runs, vet visits, nights out—where Uber’s proximity and reliability make daily life easier.
What’s the creative look and feel?
Indie-cinema tone: golden-hour light, elegant aerials and intimate storytelling directed by Michael Spiccia (MJZ).
How does OOH/DOOH fit the idea?
Dynamic, place-based OOH turns the app’s classic notification into a public promise—reminding riders that nearby drivers connect real suburban stories.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
