Uber’s first-ever national holiday ad continues the brand’s push into the suburbs with a moving story about a father-daughter relationship.
“Close,” created by Mother and directed by Michael Spiccia through production company MJZ, depicts the relationship through the lens of an Uber ride home for the holidays. As a young woman stares out the window on her ride from the airport, she reflects on moments with her dad spanning childhood to adulthood.
Her memories culminate with a major fight with her dad, and as the Uber pulls into her driveway, she seizes the chance for them to finally reconnect.
James Blake’s cover of Fleetwood Mac’s “Landslide” provides the soundtrack, reflecting the story’s themes of personal reflection and the passage of time.
“The idea was simply to showcase an emotional journey within an actual one. A heartfelt family story in the context of the holidays set to an incredibly haunting track by James Blake,” said Felix Richter, chief creative officer of Mother, in a statement.
Uber’s ad will run across cinema, connected TV, online video, and social media in the U.S. and Canada.
“Our first-ever national holiday campaign celebrates families reconnecting this season, and the quiet moments we have to reflect,” Georgie Jeffreys, Uber’s North America head of marketing, said in a statement. “Whether it’s that first Uber pick-up at the airport or the ride home after a family gathering, Uber is there when you need it, helping to bring loved ones close together this holiday season.”
The holiday film continues the emotional tone from Uber’s October spot, “In Good Time,” which was Mother’s first U.S. campaign for the brand. Mother also works with Uber in the U.K.
Both campaigns target passengers in suburban markets, which Uber has identified as a key growth area. During an earnings call earlier this year, chief financial officer Prashanth Mahendra-Rajah noted that about 20% of ride-hailing trips now take place in “sparser markets.”
