Taxis take aim at ride-sharing services in Thinkerbell’s first work for 13CABS

13CABS has introduced Australians to the ‘Good Serge’, a cab driver who explains taxis do not have confusing surcharges.

The six ads are the first pieces of work created by Thinkerbell, launched in June by former Cummins & Partners global chief strategy director Adam Ferrier and joint ECDs Jim Ingram and Ben Couzen.

The ads detail the only type of ‘surge’ you will see at 13CABS, with the driver saying, “13CABS. No surge pricing. Only Serge driving”.

Ferrier said in a statement: “The communications strategy primarily uses a digital approach with support in outdoor and radio. There’s oodles of contextually relevant content, all created to deliver the right message to the right location, at the right time.”

Thinkerbell has also created ads centred around when Uber would normally have surging prices such as Friday night and during bad traffic, noting 13CABS never has surging prices.

Ingram said: “Surge pricing is a hot issue at the moment. When the trains in Melbourne went down a few weeks back, a certain ride-sharing company surged their prices by 3.6x! We want everyone to know that with 13CABS, there’s no surge pricing, just Serge driving. On that note, 13CABS actually has a lot of Drivers named Serge – so the campaign not only communicates a timely message, but also gets the message out in a fun way. Special mention to Cousin Serge for his acting debut.”

In another spot for 13CABS, Serge explains how he is confused by two times Serge, because “two times Serge means me, Serge, and my cousin, Serge”.

“At 13CABS the only Serge you get is Serge driver”.


  • 13CABS
  • Chief Operating Officer – Stuart Overell
  • Head of Marketing – Liz Attia
  • Marketing Services – Kim Henkul
  • Alex Grivas – Strategy and Account Direction
  • Adam Ferrier – Strategy
  • Martin Kemba – Data Science
  • Jim Ingram & Ben Couzens – Creative Direction
  • Shirley Bahar and Andre Augusto Pinheiro – Creatives
  • Jackie Fish – Production
  • Chris Reynolds – Post Production
  • Natalie Perkov – PR and Social
  • Collaborate Media
  • Steve Fagan – Media Director
  • Katie O’Mara – Account Director

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