Witty Uber Ads Bring Holiday Stereotypes to Life with a Humorous Twist

Uber has now taken on the role of the new media collaborator for London Gatwick, and to showcase this new partnership, Uber has unveiled over 2,500 branded materials at the UK airport. Crafted by Mother, the advertisements juxtapose vibrant photography with playful humor regarding where patrons truly wish to travel.

One example features a sculpture’s rear with the words, ‘Rome International Airport’ and a recognizable Uber path leading to ‘Culture and stuff’; another depicts an engagement ring with the phrase ‘Paris CDG Airport’ leading to ‘Nervous wreck,’ and yet another shows a freshly inked ‘Magaluf2024’ tattoo nestled between ‘Mallorca Airport’ and ‘Stag do souvenir.’ Additionally, there are some heartwarming designs, such as a lost teddy bear waiting to reunite with its owner. Much like some of the most memorable print advertisements, these ads are both amusing and clever, connected by a strapline: ‘you’re almost there.’

It’s not merely about clever phrases; the partnership also includes practical enhancements to the airport, featuring clearer navigation from baggage claim to Uber pickup zones, which have now been relocated to more accessible areas.

The photography for the advertisements was done by Nick Meek, and is intended to mirror the diverse aspirations of travelers, showcasing where Uber can transport them in a fun yet significant manner (fun and significant being the ideal combination many top advertisements strive for).

“Our goal was to link Uber with the wide-ranging passenger demographic of London Gatwick, with messages designed to elicit a smile scattered throughout the airport,” explains Martin Rose, ECD at Mother. “We aspire to enhance journeys to and from London Gatwick. By amplifying Uber’s iconic journey line, as viewed by millions daily using the app, we’re visually indicating to travelers that they’re almost at their destination.”

Maya Gallego Spiers, marketing director at Uber UK stated: “At airports, travelers desire to reach their final destination with as little hassle as possible. Our campaign illustrates just how near they are, reminding everyone that with Uber, ‘You’re almost there’.”

Obtaining a taxi from the airport is often a source of anxiety for many travelers, hence making it clear that the process is incredibly straightforward, with passengers being “almost there,” is a clever strategy to soothe nerves and introduce the concept of using Uber – which not all travelers may be accustomed to. Overall, I believe this is yet another highly effective initiative from Mother. I eagerly anticipate their upcoming projects.

For more outstanding advertising, explore our top adverts of the decade series.