Uber is highlighting its presence in Northern England with a humorous and relatable campaign, ‘Your nearest Uber driver is minutes away’.

Created with agency Mother, the spot reminds people that the lift service extends beyond the traditional metropolitan hubs. The campaign is timed to coincide with the festive party season.

The campaign aims to build awareness of Uber’s offering in 14 towns and cities in Northern England. It comes after research found that while there was ride availability in these areas, many local residents were unaware that Uber operated where they lived.

Leaning into a well-known scenario, the 30-second hero video depicts friends defying the elements on a night out. They hobble over cobblestones in outfits made for the club, not the cold, before, in typical UK style, the heavens open and rain pours down onto them.

Faced with these obstacles, the three friends opt to take a ride instead. We read ‘Maise, your nearest Uber driver is 6 minutes away’, offering a much-needed escape from the cold, wet alternative.

Maya Gallego Spiers, Head of Marketing at Uber and Uber Eats UK, said: “We want people to know that Uber is there to help them, and to make Uber an even more relevant local travel option across the UK, in places outside of the big cities”.

Running across TV, out of home, press, social channels, radio, and display, the ‘Your nearest Uber driver is minutes away’ campaign aims to increase brand awareness.

Using colloquial language and reflecting local culture, with a humorous overtone, the campaign centres Northern England and reinforces Uber’s people-first branding. Reminding consumers that Uber is here to help them get around, the campaign arrives just in time for the festive party season.