Uber is taking a fresh approach to the driving experience, launching a campaign that redefines what freedom behind the wheel really means. Titled “Can’t Do That If You’re Driving”, the campaign features an original song performed by global country-pop star Shania Twain and Australian comedian-musician Tom Cardy, both singing from the backseat of an Uber.
The idea? Celebrate everything you can’t do while driving but absolutely can when you’re a passenger.
A Backseat Anthem About Letting Go
Created in partnership with creative agency Special, the campaign uses humor and music to tap into a truth Australians know well: we love our cars, but driving isn’t always the most freeing experience.
The hero film, starring Twain and Cardy, sets the tone with a playful track about backseat fun from scrolling through dating apps to taking a nap mid-ride. It’s a cheeky reminder that when someone else is driving, you get to reclaim that time for yourself.
As Nicole Bardsley, Head of Marketing for Uber Australia & New Zealand, puts it:
“’Can’t Do That If You’re Driving’ celebrates all the joyful, playful moments that happen in the backseat. We are thrilled to unlock the potential of this new campaign platform and can’t wait to continue to build on it.”
Reframing What Freedom Looks Like
For years, pop culture has painted driving as the ultimate symbol of independence. This campaign challenges that assumption.
Simon Gibson and Nils Eberhardt, Creative Directors at Special, say the shift was overdue:
“For decades, pop culture has tried to convince us driving is a freeing experience. But when you stop to think about it, it’s just not true. You can do way more fun stuff in the back of an Uber than when you’re behind the wheel. We figured it was time someone pointed that out.”
By flipping the narrative, Uber highlights the emotional side of being a passenger: spontaneity, relaxation, and a touch of self-indulgence.
The Soundtrack to Every Uber Ride
Beyond the main film, the campaign rolls out a series of 15-second spots capturing relatable passenger moments grabbing a quick nap, catching up on texts, or just vibing to music before a night out.
Dan Greenberg, Brand Manager at Uber Australia, summed it up neatly:
“Pairing an international icon with a local Aussie comedian to create a backseat banger Aussies love has helped us develop something truly unique. Our campaign is playful, a little cheeky, and impossible not to sing along to. It’s a track that feels right at home in an Uber ride to the footy, night out, or just heading down to the pub.”
It’s part ad, part pop culture moment, an intersection where entertainment meets brand storytelling.
Behind the Scenes: The Creative Collaboration
The campaign was led by Lucinda Barlow, Uber’s Senior Director and Head of International Marketing across APAC, EMEA, and LATAM, alongside a global team including Andy Morley, Danielle Hawley, Adam Ledbury, and Peta Fitzgerald.
On the agency side, Special’s creative leadership Lindsey Evans, Cade Heyde, Julian Schreiber, and Tom Martin guided the project. The production involved a large team across creative, design, strategy, and digital, from Lauren Portelli and William Payne to Celia Garforth and Tash Johnson.
Their combined efforts produced not just a catchy campaign, but a fresh brand platform that Uber can expand globally.
More Than Just an Ad
What this really means is that Uber isn’t selling a ride, it’s selling a mindset. The freedom to do nothing, to sing along, to scroll, to laugh. In a culture that glorifies being behind the wheel, “Can’t Do That If You’re Driving” reframes the backseat as the new front row.
It’s not about getting from A to B anymore. It’s about what happens in between.
