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Traffic jams in Asian cities are horrific, and only getting worse. Uber latches on to that fact with a big new brand commercial in which it proposes ridesharing as a key part of the solution.
A new 80-second spot called “Boxes,” from Swedish agency Forsman & Bodenfors, illustrates the problem through metaphor. It shows drivers tooling around in cardboard boxes rather than automobiles—the better to humanize the devastating crush of traffic and the emotional toll of such a physical problem, while also keeping things lighthearted.
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