Uber taps Snapchat AI for playful brand push

Uber has partnered with Snapchat to unveil Can’t Do That If You’re Driving, a campaign using Snapchat’s Generative AI-powered Sponsored Lens—marking the first time an advertiser in Australia has activated the platform’s latest AI technology.

Featuring global music icon Shania Twain alongside Australian musician-comedian Tom Cardy, the campaign celebrates the freedom, convenience, and creative possibilities that come with being a passenger in an Uber rather than behind the wheel.

Generative AI lens puts users in the Uber experience

The centrepiece of the campaign is Snapchat’s Generative AI-powered Sponsored Lens, which lets users capture their own face and instantly appear in humorous backseat scenarios inspired by the campaign. The lens creates a personal and shareable experience, reinforcing Uber’s message about the unexpected moments and productivity possible when not driving.

Ryan Ferguson, Managing Director, Snap Inc Australia and New Zealand: “We’re excited to partner with Uber on this campaign which brings to life the playful and sometimes downright hilarious experiences you can have in the backseat. The Can’t Do That If You’re Driving campaign is a perfect fit for Snapchat’s new Generative AI-powered Sponsored Lens, demonstrating the power of Augmented Reality to create truly immersive and memorable brand experiences. It allows brands like Uber to connect with our highly engaged Gen Z audience in a personal and impactful way, letting them literally put themselves in the story.”

Campaign celebrates the fun and freedom of the backseat

The campaign film follows Tom Cardy on a night out, catching an Uber to a club with his keyboard. From the backseat, he launches into an upbeat jingle that quickly becomes a duet with Shania Twain, who magically appears to remind him—and viewers—that “some things you can’t do if you’re driving.”

Dan Greenberg, Senior Marketing Manager, Uber Australia: “This lens was the perfect way to bring our platform to life, and show just some of the many things you can do in the backseat that driving limits you from. Amazing things can happen in the backseat of an Uber, so why not let people explore that themselves on Snapchat?”

Uber connects with Gen Z through immersive storytelling

With its blend of celebrity talent, music, and interactive technology, Can’t Do That If You’re Driving extends Uber’s brand storytelling to a digitally engaged Gen Z audience. The campaign underscores how creative use of AI and AR can elevate brand experiences and make everyday moments both entertaining and memorable.

www.uber.com

www.snapchat.com

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