AUNZ Work of the Week: Special and Uber

First of all, I’ve had ‘Can’t Do That If You’re Driving’ stuck in my head all week. 

Uber and Special have brought together unexpected pairs before, but the pairing of Shania Twain and Tom Cardy is right up there with Kim Kardashian West and Sharon Strzelecki. It’s fun, it’s a bit weird, and on paper you’d never expect it to work – yet it absolutely does.

Aside from the catchy song, the campaign is built on a brilliantly obvious insight: You can get way more done in a car when you aren’t in charge of driving or navigating: swiping on dating apps, sleeping, making out with someone. Plus the 15”s and OOH are lovely (we only wish the OOH featured Shania) 

“Aussies are actually tired of being so in control, all the time,” Special’s group creative directors, Simon Gibson and Nils Eberhardt, told LBB. 

“Being a ‘passenger’ actually is a chance for them to take charge of their time and sanity.” 

So you’re Shania Twain singing in the backseat of an Uber? Consider us impressed.

PS. My apologies to all the non-Australians googling Tom Cardy after this, only to come across H.Y.C.Y.B.H.