By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy

Uber lands series of irreverent in-car documentaries on All 4

Ashley Young, Juan Mata, Marcus Rashford and Axel Tuanzebe feature in the series

Uber has expanded its marketing strategy to encompass on-demand TV content with the launch of ‘Where to, Britain?’, a series of reality shorts that take a fly-on-the-wall look inside the cars of the app’s drivers.

Launching today (29 May) the five-minute films are available to watch on Channel 4’s on-demand service, All 4. The fixed-rig series comprises six episodes that are each filmed in and around a different UK city: Bristol, Birmingham, Leeds, Newcastle, Glasgow and Manchester.

The latter chapter features Manchester United players travelling to and from football practice in a car maneuvered by Uber driver Ali, while other episodes feature more regular, if obscure, users of the app. The voiceover script is narrated by comedian Dawn French.

A Channel 4 spokesperson confirmed the series had been "funded by Uber for All 4", but clarified that, in any instance, "a brand cannot influence content in any way that would affect the editorial independence or responsibility of Channel 4".

Each short is issued with a guidance notice from the broadcaster, which reads: ‘All people featured are genuine Uber users. While their stories are real, the journeys were created for your enjoyment.’

Aside from featuring on the All 4 site, ‘Where to, Britain?’ will be additionally be available to access directly within the Uber app. The brand will target users by location, serving them up the episode closest to their destination address.

The content series was created by creative shop Gravity Road and production studio Faithful Hound. It was directed by Chris Faith.

“Developing and producing this entertaining snapshot of a diverse Britain in transit – as seen through the eyes of the drivers and passengers – has made for a fantastic working partnership with Gravity Road, Uber and Channel 4,” said Faith.

“What’s been most exciting for us as a producer is that we’ve been able to combine our extensive experience in making entertaining television with our current work in the advertising and branded arena."