Super Bowl viewers are certain to get at the least one tune caught of their heads, whether or not it’s from the halftime present or a business. This 12 months, nevertheless, Uber is hoping that the earworm audiences gained’t have the ability to shake is the title of its membership program.
Uber is returning to the Huge Sport for the third 12 months in a row with an advert selling Uber One, its membership program that brings collectively its rides, deliveries and groceries companies. It’s a shift in focus for the model, whose two earlier Tremendous Bowl spots promoted Uber Eats.
The teaser, launched at the moment, stars hip-hop mogul Sean “Diddy” Combs, who is aware of a factor or two about making a catchy tune. Uber turns to Combs with a giant request: dream up a success tune for Uber One.
The model’s executives clarify to Combs and his staff that they need a tune to assist put Uber One on the map, however Combs’ spokesperson is adamant that “Diddy don’t do jingles.”
After some forwards and backwards, the spokesperson agrees that “Diddy does do hits.” Combs, who has been silent all through the trade, lastly invitations the execs to fulfill him on the studio.
Uber’s teaser will run throughout the Professional Bowl on Feb. 5, the Grammy Awards on Feb. 6 and NCAA males’s basketball video games earlier than the complete 60-second advert launches on Feb. 7 forward of the Tremendous Bowl.
The model stated that “viewers can count on extra enjoyable cameos” within the full-length spot, which is able to air throughout the second advert break of the sport’s second quarter.
“As the one world firm that helps you go anyplace and get something, our membership program is one of the simplest ways to avoid wasting. We wish individuals to keep in mind that, so for this 12 months’s Tremendous Bowl advert, ” Danielle Hawley, Uber’s world govt artistic director, stated in a press release. “We paired a few of the largest hitmakers of all time with some of the esteemed producers within the sport to assist Uber One catch on.”
Company Particular U.S. created the advert and Andreas Nilsson directed it by way of manufacturing firm Biscuit.
Model enlargement
Uber’s earlier Tremendous Bowl outings have been for supply service Uber Eats. Its 2021 ad united Wayne’s World characters Wayne and Garth with rapper Cardi B.
Final 12 months, it confirmed how Uber Eats could deliver more than just food, with a foolish spot that includes celebrities from Gwyneth Paltrow to Jennifer Coolidge biting into inedible gadgets.
Uber’s newest Tremendous Bowl marketing campaign exhibits a wider breadth of its model, which started as a rideshare app in San Francisco in 2009 and debuted Uber Eats in 2015.
After launching within the U.S. in 2021, Uber One expanded to the U.Ok., Germany and Mexico final 12 months. The subscription service prices $9.99 within the U.S. and gives customers reductions on rides and Uber Eats deliveries, no supply charges and different perks similar to precedence service.
CREDITS:
Vp, world advertising: David Mogensen
World govt artistic director: Danielle Hawley
Head of selling, North America: Georgie Jeffreys
World artistic director: Ecole Weinstein
Advertising and marketing supervisor II: Liza Keller
Social and digital advertising lead: Kaitlyn Mendoza
Sr. advertising supervisor: Meredith Savatsky
Model media lead: Gracie Childress
Model media supervisor: Keith Shattuck
Analysis and insights lead: Dana LaMendola
Company: Particular U.S.
Associate / CEO: Cade Heyde
Associate / CCO: Tom Martin, Julian Schreiber
Associate / Govt artistic director: Dave Horton, Matthew Woodhams-Roberts
Associate / Chief technique officer: Kelsey Hodgkin
Inventive director: Phil Fattore
Affiliate artistic director: Alyssa Cavanaugh
Head of technique: Kelsey Karson
Technique director: Janet Shih
Basic supervisor: Dom Dalton
Account director: Lindsay Friedgood, Bella Timar
Govt producer: Amanda Weiss, Felix Messina
Producer: Luke Franek
Head of enterprise affairs: LaTanya Ware
Enterprise affairs lead: Keli Christy
Manufacturing firm: Biscuit
Director: Andreas Nilsson
Associate/Managing director: Shawn Lacy
EP: Holly Vega
Head of manufacturing: Sean Moody
Producer: Andrew Travelstead
Manufacturing supervisor: Ryan Bishop
Stills manufacturing: 31 Mile
Photographer: Peter Yang
Producer: Nik Atkins
Edit: Exile
Editor: Katie Turinkski, Jacob Schulsinger, Nate Gross
Govt producer: Jennifer Locke
Producer: Brian Schimpf
VFX: Pariah
Coloration: Trafik
Music: Walker
Combine: Eleven
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