13cabs calls on Drake, Taylor Swift and Eminem in a bid to ‘modernise’ the brand

13cabs is targeting YouTube users searching for popular music artists with a series of ads featuring taxi driver ‘Serge’ adapting the lyrics of some of their most famous songs.

The company, which was the subject of a rebrand earlier this year, said it was on a mission to modernise the legacy brand.

YouTube users will find the pre-roll 13cabs ads are tailored to their search terms and trending topics, thanks to YouTube’s Director’s Mix offering.

In addition, creative agency Thinkerbell has created a video series – in the form of 15-second videos – which tracks taxi driver ‘Serge’ as he realises people don’t hate him – they in fact despise surge pricing.

Thinkerbell’s Jim Ingram said the evolution from the previous Serge, to this new, younger Serge, played into the refreshed brand.

“In line with the recent 13cabs rebrand, we wanted to represent a fresher, younger Serge with an eagerness to please his passengers, whilst delivering on our promise that the only surge you’ll get with 13cabs is Serge driving.”

Liz Attia, head of marketing at 13cabs, said consumers needed a reason to return to taxis.

“We’re on a journey to modernise the 13cabs brand and give people more reasons to choose 13cabs over other rideshare options by demonstrating a core points of difference,” she said.

“Working with YouTube to support their new platform has given us the opportunity to demonstrate the advantages of having Serge driving, rather than surge pricing.”

Jordan Taylor-Bartels, account director GMG Digital, said in a statement: “We’ve worked really closely with YouTube to craft this campaign in order to best utilise their new platform and tech offering.”


  • 13cabs
  • Google
  • GMG
  • Thinkerbell
  • The Sensory
  • Brand Music

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