If you were ever unfortunate enough to have to dabble in the world of South African ‘call a cab’ services, then you’ll sympathise with the struggle that entailed.
I can clearly recall ringing the service again, after a half-hour plus wait, with no idea whether or not the cab was near, and thus whether or not I should pour another drink.
Then there was the fear factor that came with watching the cab fare tick over, and tick over, with no idea where it was going to end. Throw in a crafty route option, with the odd turn here and there to ramp up the fare, and you have a thoroughly underwhelming trip to your destination.
That, good people, was life before Uber, which is the central theme of the company’s latest excellent ad campaign.
“The proposition is a simple one – we take it for granted that Uber is always there for our convenience but this wasn’t always the case. By contrasting these two worlds – one with Uber and the other without, it was Grey’s primary objective to ensure that we land the client’s brief of reinforcing the trustworthiness and reliability of Uber,” says Fran Luckin, Chief Creative Officer at Grey Johannesburg.
Through radio, television and a range of nostalgically designed billboards, people are reminded of the cringy, embarrassing situations that simply don’t happen anymore, thanks to the ride that’s always just a tap away.
That little trip down memory lane can be pretty cringy:
Let’s take a moment for all the Daves out there, who can now rid themselves of that awful moniker.
Back to being Dangerous Dave, I guess.
Grey also put together this short video, which is just another example of why the simplicity of requesting an Uber ride is a game-changer.
I’m sure you, or someone you know, can relate to this:
People generally love a good moan, but let’s just be thankful that in this day and age, with a few taps of our phones, a reliable, professional and cost-effective service will arrive to pick us up.
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