Ad of the Day: Uber contrasts a career as a driver with the pitfalls of life on the checkouts

Uber has rolled out the second phase of its ‘Where to?’ campaign with a creative recruitment push highlighting the shift-free benefits of becoming a driver.

Uber’s in-house creative team again teamed up with BBH to produce two videos contrasting what it’s like working in a supermarket and a supermarket respectively to the self-employed life of a driver for the tech firm.

Supermarket vs Uber depicts a despondent checkout waiting for his shift to finish, only to see a family heading to the till with two overflowing trolleys as the final closing Tanoy announcement is made. His devastation is accompanied by Psycho-esque string orchestra horror music, and the line: “There aren’t many jobs where you can go home when you want”.

In another 30-second spot, a warehouse worker driving a cherry picker is inspired to drive straight out the door after seeing boxes of golfing equipment on the shelves. The voiceover says: “There aren’t many jobs where you can take the afternoon off”.

The spots will be rolling out across digital channels including Facebook and YouTube, as well as radio, from today (28 June).

To accompany the creative’s release, the brand commissioned a YouGov poll of more than 2,000 people to uncover the UK’s most used excuses to leave work early.

Fred Jones, head of cities, UK and Ireland at Uber, said: “This poll suggests many Brits want to have more control over their hours and with Uber you can do just that. Our adverts shine a light on the very reason why thousands of drivers use our app to make a living.”

The recruitment campaign is likely to be scrutinised however, following current Uber drivers’ complaints regarding underpayment, misleading advertising and employment terms.

Travis Kalanick, co-founder of the company, finally stepped down as chief executive last week (21 June) following a series of workplace controversies.

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