Owen adds, “Since the campaign went live on Monday, 13 November, we have had a really positive response. Everyone can identify with these characters and situations.”

The TV and online videos aim to show the relationship people have with their cars, which has seen high engagement in people sharing stories of their own. The billboards and display ads show images that aim to show what freedom looks like from the back seat.

The radio campaign asks listeners to send in their ideas of all the creative things they could get done #InAnUber, that they wouldn’t want to get done in a car. Suggestions have covered everything from getting last Christmas present wrapping done, to playing 30 Seconds. The interactive campaign is supported by adverts that aim to paint a picture of how nightmarish certain situations are with a car.

“Uber is about more than simply getting a ride home, it’s about solving a problem. In the case of the festive season, it’s about giving our riders the freedom they wouldn’t usually have with their cars. By highlighting these challenges, and posing a solution, we are helping South Africans have a smoother, freer festive season,” concludes Owen.

You can view all three campaign ads here.

For more information, visit www.uber.com. Alternatively, connect with them on FacebookTwitter or on Instagram.