Shot to feel like a short romantic comedy, the performances are beautifully observed and paced with a variety of scenes flowing naturally.

Uber One is a paid membership platform that allows members to save money and access benefits across Uber Eats and Uber Rides. In other words, it’s a membership exclusively for people who eat food and go places.

Other markets had struggled to land launch campaigns due to confusion around the offering. Instead of a campaign that only talked about savings, we focused on membership exclusivity and stated what Uber One is in the most straightforward way possible: “A membership for people who eat food and go places”. In doing so we made an exclusive membership scheme available for everyone.

The launch film features Hollywood icon Robert De Niro and rising British actor, Asa Butterfield. We see them form an unlikely friendship after bonding over their uniquely shared passion for eating food and going places. During the film, they eat food from Uber Eats and go places in Uber rides.

The brief was to launch Uber One in the UK, and drive awareness of what it is and its benefits. Other markets had struggled to land launch campaigns due to confusion around the savings offering.

We resisted the solution of making a campaign about savings benefits and decided to reframe the offering as a membership that was for anyone who eats food and goes places - a membership that was exclusively for everyone. In doing so, we launched Uber One with utter clarity. The goal was to reach 1.6 million members by the end of 2023, we hit 1.9 million months ahead of target.

The direction allows the performances to shine, giving space for tension to build at the start and the friendship to grow and flourish throughout the film. The director shaped the piece so the story had a compelling forward momentum. The director also gently coaxed out the comedic friction in the beats between the lines to create a piece that feels intimate and is understated enough to feel believable and unexpected. Visually, the direction nods to all the cinematic tropes that take us to a world of romantic comedy that further emphasizes the relationship blossoming.