Uber Introduces New Tagline in Heartwarming Campaign

In anticipation of the Paris Summer Olympics, Uber just launched a new campaign introducing its brand-new tagline.

Made in-house, the initiative is marked by a 90-second spot titled after its new slogan "On Our Way," which shows the impact the ride-hailing service has on its users.

Set to the tunes of Lou Reed's hit song "Perfect Day" and The Beatles' "I Want to Hold Your Hand," the heartwarming advert spotlights Uber as a brand that's ready to serve its people.

 

 

 

 

 

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A post shared by Uber Eats (@ubereats)

"'On Our Way' depicts the joy and delight that we all get when we see a ride is en route or a delivery is on the way," Jill Hazelbaker, CMO and SVP of Communications at Uber, wrote in a news release. 

"The feeling of someone showing up for you is widely universal and uniquely human – especially at a time when people are more isolated than ever before, it feels good to know that someone is on their way," she added.

The Importance of Slogan and Sound

Creating a memorable slogan that summarizes a brand's mission is a huge must in branding, as a great, catchy tagline is one of the key factors in driving brand recognition. 

Uber's new "On Our Way" slogan not only harps on a commonly used phrase among audiences but also positions the brand as a trustworthy and reliable service that understands its users. 

Apart from a new tagline, the transportation company has also refreshed its sonic identity to complement its existing brand elements, such as its logo and the Uber Eats green bag. 

 

 

 

 

 

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A post shared by Uber (@uber)

Hazelbaker shared that to continue linking its brands, the company developed a sound that "translates the Uber brand into an audio cue."

The sound reflects the promise of Uber, which will be incorporated into future campaigns and its app in the coming months, the CMO added.

Uber's new marketing efforts will air during the Paris Summer Olympics and will run in its app, website, and socials across the U.S. and France.

Uber Wants to 'Hold Your Hand'

The advert starts with several individuals bailing on their plans, as others call their acquaintances to ask their whereabouts.

One woman shares her experience of being stood up on her first date, while another sadly blows his birthday candle all by himself. 

"Sometimes just showing up makes all the difference," the brand emphasizes. 

The tone of the film suddenly changes, as a series of old film clips reveal Uber's new tagline: "On my way."

 

 

 

 

 

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A post shared by Uber (@uber)

During a race, a woman sees her loved ones at the finish line, which brings her to tears. A dog helps a man clean his car by pointing a hose at its tire.

"We all need someone to show up for the big day," the screen writes. 

However, the gesture of showing up isn't exclusively appreciated during big days — it could also be on a random Wednesday when a person's cravings kick in, when the friend group wants to hold a pizza party, or when someone's partner unexpectedly goes into labor. 

Through the spot, Uber nails down its message, letting viewers know it's ready to "hold your hand" on the way to your big and small moments.

Before the Olympics, the ride-hailing company also launched a brand campaign for Super Bowl 58, highlighting its Uber Eats service through a "Friends" cast reunion.

Editing by Katherine 'Makkie' Maclang