Uber launches ‘Can’t Do That If You’re Driving’ campaign with Snapchat AI lens

Uber has partnered with Snapchat to launch its “Can’t Do That If You’re Driving” campaign using Snapchat’s Generative AI-powered Sponsored Lens, the first time the platform’s latest AI technology has been used by an advertiser in Australia.

The announcement:

Uber has partnered with Snapchat to launch its “Can’t Do That If You’re Driving” campaign with Snapchat’s innovative Generative AI-powered Sponsored Lens, marking the first time Snapchat’s latest AI technology has been used by an advertiser in Australia.

With the headline creative featuring global superstar, Shania Twain and home grown Aussie musician-comedian, Tom Cardy, the “Can’t Do That If You’re Driving” campaign aims to highlight the convenience, productivity, and unexpected opportunities that come with choosing to be a passenger in an Uber rather than behind the wheel.

Through a series of satirical moments, the film opens up with Tom on a night out, catching an Uber to the club with his keyboard in tow. From the backseat, he bursts into an upbeat new jingle that quickly spirals into a duet with the unexpected – the Queen of Country Pop, Shania Twain. Shania magically appears to set the record straight, that some things you can’t do if you’re driving, encouraging Australians to embrace the freedom of the backseat.

At the heart of the partnership is Snapchat’s Generative AI-powered Sponsored Lens – an experience that allows Snapchat users to capture their own face and instantly transform themselves into one of the campaign’s humorous backseat scenarios. By placing users directly into these moments, the lens creates a highly personal and memorable brand interaction, reinforcing the value of taking an Uber.

“We’re excited to partner with Uber on this campaign which brings to life the playful and sometimes downright hilarious experiences you can have in the backseat.,” said Ryan Ferguson, managing director, Australia and New Zealand at Snap Inc. “The ‘Can’t Do That If You’re Driving’ campaign is a perfect fit for Snapchat’s new Generative AI-powered Sponsored Lens, demonstrating the power of Augmented Reality to create truly immersive and memorable brand experiences. It allows brands like Uber to connect with our highly engaged Gen Z audience in a personal and impactful way, letting them literally put themselves in the story.”

Dan Greenberg, senior marketing manager, at Uber Australia said, “This lens was the perfect way to bring our platform to life, and show just some of the many things you can do in the backseat that driving limits you from. Amazing things can happen in the backseat of an Uber, so why not let people explore that themselves on Snapchat?”

Source: Ogilvy