Back in March, Uber appointed BBH London as its first agency retained in the U.K., following a review, after previously working with Creature on a project basis.
Now BBH has launched its first campaign for the brand, entitled “Where To?” with the 60-second broadcast spot “Effortless Night.” Directed by Somesuch’s Kim Gehrig (who has directed such ads as “This Girl Can” for Sport England, “Man on the Moon” for John Lewis and “Stepping” for Honda) and set to the Elvis Presley song “You’re The Boss,” the spot deals with how while some aspects of a first date might take a lot of effort (labored attempts at dancing, awkward greetings, foo spills, etc.) how you get around doesn’t have to, thanks to Uber. It’s a simple enough premise, which Gehrig and company stylized by choreographing the scene and filming it in one continuous take.
The spot sees the young couple hit it off by the end of the night, concluding with the text “Anywhere, effortlessly” entered into a search box, followed by the Uber logo and “Where to?” tagline. “Where To?” made its broadcast debut last weekend and will be followed by a series of OOH ads which launched today.
“When we embarked on our film, the brief was to make it look as effortless as possible. We rehearsed for days, and the challenge was how to get our dancers from one end of the set to the other in 60 seconds,” Gehrig told Campaign. “As the film is one shot we had nowhere to hide. Every action and movement needed to be efficient, telling the story and getting us through cars as quickly as possible.”