Bestads Best TV of the Week: Uber’s ‘Zwiebellook’ via Serviceplan, Germany
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 ‘Zwiebellook’ via Serviceplan, Germany.
The film was selected by this week’s guest judge Damon Stapleton, Chief Creative Officer, Droga5 ANZ.
Says Stapleton: “Such a nice simple truth. A truth that has happened to me many times while catching the bus as a student and riding a bike. Fun fact. Riding through a hailstorm without gloves hurts your knuckles. Layers and layers of clothing we carry. And it doesn’t bloody help. But one more layer (an Uber) could. I guess I was looking for some beautiful writing. Beautifully shot. I wanted to not know where it was going. I wanted to feel like I hadn’t seen it before. I also wanted a real connection to the benefit of the product. So, I got all that. And it reminded me how pissed off I was in the hailstorm without that extra layer. Congrats.”
Why do people keep sticking to inconvenient routines for everyday journeys when simpler alternatives are already available? That question sits at the centre of Uber and Serviceplan’s new campaign, which also marks the beginning of the brands’ partnership following a major agency pitch process completed in summer 2025. Across four cinematic vignettes, the campaign explores moments where people persist with familiar routines despite easier solutions being readily available. The result is a series of warm, humorous observations of everyday German life: from the unwavering belief that layering clothes can conquer any weather situation, to lugging heavy shopping bags home instead of choosing a more convenient option. ‘Zwiebellook’ describes the German habit of dressing in multiple layers that resemble an onion and can be added or removed throughout the day.
READ DAMON’S FULL REVIEW ON BESTADS
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