Bestads Best TV of the Week: Uber “Teddy Bear” via Joe Public, South Africa
Each week Bestadsontv.com [the global arm of Campaign Brief] showcases standout global advertising work as reviewed by a top international creative director or team. This week’s best film is Uber’s “Teddy Bear” via Joe Public, South Africa.
The film was selected by this week’s guest judge Prerna Mehra, Executive Creative Director and Head of Art at MullenLowe MENA.
“We have all been there. Trying to save a little money, only to lose much more in the end. Penny wise, pound foolish,” says Mehra. “That is what makes this spot work. The insight is simple, relatable, and instantly understood. What I liked is that the execution does not over-explain. It stays subtle. You can almost imagine the rest of the story after they get home. A story well told.”
Uber is a much-loved ride-hailing app all over the world. But in some EMEA markets, Uber’s high price perception was hindering growth. These markets offer significant potential but much of this is capitalised by the region’s price-fighting competitors who have, on average, launched first, invested more, gained higher SOV and leveraged aggressive price promotions.
In these markets, the belief that Uber is more expensive than other commuting modes, has resulted in consumers not even checking the Uber app before going places. Instead defaulting to other transport options, including public transport and even walking.
People don’t avoid Uber because of price, they avoid it because of what they think it costs.
The reality is that Uber is often the same price, or cheaper, than their competitors, and when it comes to public transport, the cost is not always just the price of the ticket, it’s also the inconvenience, discomfort and effort. Uber needed a campaign that would challenge people’s perception, encourage them to price check on the app and book a trip.
When people make decisions to save money, it can often end up costing them more.
The few euros saved by skipping the Uber can quickly turn into a bigger price. Paid in broken things, lost things, and “I told you so” looks.
A series of films built around the human truth: the price of regret is almost always higher than the price of an Uber. Each spot follows an everyday journey that escalates into a costly, comic situation, ending with the real cost of the decision laid bare on screen. By keeping the films visual and non-verbal, the work travelled across markets, languages and cultures.
VIEW PRERNA’S FULL REVIEW ON BESTADS
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1 Comment
It’s 4 am, in ZAR, I am working, and as part of my brain wanting to procrastinate instead of fighting through the hard task on my PC, my brain decides to ask the question, “Who is behind the recent Uber TV/TY ad campaigns”? And behold, an hour before, this was posted. Your description of the ads captures their essence very well.