Uber breaks Londoncentric ad bias
Uber’s latest ad reminds us that UK ads needn’t be centered around Londoners and people from the Home Counties. But is it effective?
Despite large-scale efforts for on-screen diversity, accents in adland still trend heavily towards the Home Counties. It shouldn’t be strange to report then, that the latest Uber advert by Mother London was notable by its absence of the Queen's English (or ‘King’s’ now, I suppose).
The ad takes a humorous and distinctly Northern UK approach to promote Uber Reserve. The work highlights the practicality of Uber's reservation feature by depicting relatable, everyday scenes featuring a bit of the local vernacular.
This campaign is part of Uber’s broader strategy to connect on a regional level by tailoring ads to specific local cultures within the UK: a trend in adland of late, we notice. It’s also aimed at spreading awareness that Uber might operate near you, with a poster campaign echoing this, with excellent photography by Sam Wright.
Tickboxing Uber’s effort
Uber’s latest filmed ads get a lot into its 28-second runtime. Appealing to local audiences outside of big cities is an obvious win here, but the ads also signal the shared group experience, its protection from the weather, and the speed, comfort and convenience of the service.
We wonder though, whether the lead female character’s reticence to hail a lift draws too much attention to its price point?
Image credits: Uber ad campaign
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