This Minimalist Ridesharing Ad Asks You to Visualize Your First Trip After Quarantine

Cabify in Argentina offers a guided meditation of sorts

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

With quarantine restrictions limiting the production of new video footage, one rideshare company is tapping a new type of visual medium: its audience’s imaginations.

A new campaign from Cabify Argentina and Havas’ Buenos Aires-based Hoy agency asks viewers to imagine their first trip to visit a friend or loved one after lockdown measures eventually lift.

In a calming, meditation-like voice, a narrator walks through the steps of the trip, from the music—”that song you really like”—to the activity on the street as more everyday life presumably reemerges from months of quarantine.

The visuals are simple; a stark purple screen with a pair of animated eyes opening and closing.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in