Uber targets everyday travel habits with humour

The campaign also marks the start of the two companies’ partnership following an agency pitch completed in summer 2025

Uber and Serviceplan have launched a campaign in Germany that uses everyday situations to question why people continue with inconvenient mobility routines when simpler alternatives are available. The campaign also marks the start of the two companies’ partnership following an agency pitch completed in summer 2025.

Four cinematic vignettes portray familiar situations in which people persist with established habits despite easier options. The stories draw on observations of everyday German life, including people relying on layers of clothing to deal with changing weather and carrying heavy shopping bags home instead of choosing a more convenient alternative.

Uber introduces German claim “oder aber Uber”

The campaign introduces the German claim “oder aber Uber.” The phrase oder aber can be used to present an alternative, and the campaign turns it into a playful prompt for consumers to reconsider habitual approaches to mobility.

The films were directed by filmmaker Nick Ball and produced by Anorak Film. Their documentary-inspired style focuses on everyday behaviour and natural rhythms, while actor Axel Milberg provides a dry, observational voice-over.

Uber campaign runs across German media

The campaign is running nationwide across television, digital out-of-home, digital and social media channels. It positions Uber as an option for everyday journeys where consumers may not previously have considered using the service.

Franziska Walter, Director Marketing at Uber: “Uber continues to grow in Germany and is now available in more than 90 cities. Our product is incredibly simple, yet highly effective in making everyday life easier. The campaign highlights just how strongly mobility routines shape our daily decisions. That is exactly what makes the idea so relevant. It positions Uber as a genuine option in situations where many people may never have considered using the app before.”

Serviceplan builds campaign around everyday behaviour

The creative approach focuses on the tension between established habits and available alternatives, using humour and recognisable situations rather than directly presenting product features.

Till Diestel, Chief Creative Officer Serviceplan DACH: “Uber stands for modern mobility, digital, urban and accessible. That’s why we wanted to stay very close to real people and their everyday lives. We became fascinated by the question of why people continue to stick to familiar habits, even when new possibilities have long existed. That tension is what creates the campaign’s observational, humorous tone.”

The campaign represents the first major work from Serviceplan for Uber following the agency selection process completed in 2025.