It was a dark time at Uber. At least the unrelentingly bad press forced the company to reckon with its culture. But the brand was stagnant and we had to find a new way to move forward. So we created Uber’s first national television campaign, to remind people why they like Uber—because of the great things it brings them to. In this case, exclusive content with their favorite hoopers.
Driven by ESPN anchor Cari Champion, our 4 commercials starred current and former NBA players. Each spot linked out to a longer-form piece with the athlete, with short cuts on social driving to the same place. And while they didn’t necessarily fix Uber, they were overwhelmingly successful and got people talking about something new.