Uber urges mates to look after friends in DrinkWise campaign

Ride sharing service Uber has linked up with industry body DrinkWise in a bid to persuade drivers to look after a friend who has been drinking by calling them a lift.

The ‘Be a Friend’ campaign, created by Gold Coast agency 40/40 Creative, uses the theme tune from 1970s TV comedy The Golden Girls, Thank You For Being a Friend.

The campaign marks the first time the alcohol industry backed organisation DrinkWise has worked with Uber and the first time the ride sharing app has used 40/40 Creative’s work nationally after a number of local Queensland campaigns.

Ty Kudla, account director at 40/40 Creative said the new campaign aimed to communicate to adults that a night out doesn’t have to turn into a “buzz kill.”

Nic Nichols, founder of 40/40 Creative told Mumbrella: “The objective was not to create anything that is shock advertising, or scary or dramatic. It was to try and create a more light hearted relatable and fun piece.”

The campaign also marks a change for Nichols’ agency, which has previously focused on branding and design.

The first two videos rolled out on social media over the Christmas holidays, with a further spot to launch soon.


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