Uber’s new campaign, “Can’t Do That If You’re Driving,” created with Special Australia, redefines freedom by celebrating what riders can enjoy when they’re not behind the wheel. Featuring humorous moments, Sydney street visuals, and a catchy Tom Cardy–Shania Twain track, the campaign blends fun, relatability, and emotional insight into modern mobility.
Uber’s latest Australian campaign, “Can’t Do That If You’re Driving,” is turning heads — quite literally. From cheeky street posters to an irresistible soundtrack pairing Shania Twain with Aussie musician Tom Cardy, the campaign celebrates a new kind of freedom: the joy of letting go when you’re not the one driving.
The campaign, currently running across Sydney, is the brainchild of a close collaboration between Uber and creative agency Special Australia. Led by Uber’s International CMO, Lucinda Barlow, the initiative taps into a simple but powerful insight — that true freedom isn’t just about having the keys; it’s about having the choice to sit back, relax, and enjoy the ride.
A Twist on the Classic ‘Freedom’ Narrative
“Cars have always stood for freedom — the ability to go anywhere,” Barlow wrote in a recent post. “But why not have that freedom and more when it’s not you behind the wheel?”
That shift in message reflects Uber’s growing effort to reposition itself beyond just a mobility app. It’s not merely about getting from point A to B; it’s about what you can do when you’re not driving. Whether that’s sneaking in a nap between meetings, texting a friend, or even — as the ad humorously shows — sharing an awkward make-out moment, Uber is reframing the car as a space for living, not just commuting.
The Humor That Hits Home
The campaign’s charm lies in its relatability. Everyday scenarios play out with a comic twist — two colleagues nodding off on the backseat after a long workday, a couple caught mid-kiss at a traffic light, and plenty of other “you couldn’t do that if you were driving” moments that make people laugh while making a point.
Paired with a catchy and quirky soundtrack by Tom Cardy featuring Shania Twain — an unexpected but delightful duo — the ad delivers a jolt of fun energy that feels distinctively modern and Australian.
In an age where many brands struggle to cut through with heavy-handed messaging, Uber’s campaign strikes a rare balance: lighthearted but meaningful, bold but human.
Made Possible by a Trusted Creative Partnership
Barlow credited the campaign’s success to the “trusted partnership between Uber and Special Australia,” emphasizing the collaborative journey that led to the insight, strategy, and execution.
Special Australia, known for its sharp storytelling and humor-led campaigns, has previously worked with brands like Tourism New Zealand and Uber Eats. With this campaign, they continue their streak of turning simple ideas into culturally resonant narratives.
Their creative treatment leans into the idea of small joys and personal freedom — moments that feel more relevant than ever in a world where people are constantly juggling time, screens, and obligations.
Freedom, Reimagined
The idea that cars equal freedom has been a cornerstone of automotive advertising for decades. But Uber’s spin feels timely. Instead of celebrating the driver, the focus shifts to the passenger — someone liberated from traffic, parking, and responsibility.
It’s a subtle yet radical inversion of the traditional car ad trope. Freedom, in this new age of shared mobility, is no longer about the engine or the open road. It’s about the experience — about reclaiming time, safety, and spontaneity.
In that sense, Uber’s campaign does more than entertain; it redefines what freedom looks like in the mobility economy.
A Campaign That Moves with the Times
The campaign also reflects Uber’s broader push to embed itself in local culture. By choosing Sydney’s streets as the stage and tapping into the Australian sense of humor, the brand underscores its understanding of the market.
At a time when cities worldwide are rethinking car ownership and sustainability, “Can’t Do That If You’re Driving” also doubles as a cultural statement — one that nudges people toward shared rides, public transport, and the convenience of letting someone else take the wheel.
The Earworm That Won’t Quit
Of course, no campaign can claim success in 2025 without a memorable soundtrack — and this one delivers. Tom Cardy’s offbeat musical style, paired with Shania Twain’s iconic voice, brings the ad to life with humor and surprise. The song itself has quickly become a social media talking point, earning praise for its “crazy earworm” quality, as Barlow put it.
The playful pairing encapsulates the campaign’s entire philosophy: unexpected combinations that make life a little more joyful when you loosen up and go along for the ride.
A Celebration of the Everyday
At its heart, Uber’s latest campaign isn’t just about rides — it’s about reclaiming the small freedoms that make modern life more livable. Whether that means dozing off, daydreaming, laughing, or singing along to Shania Twain, Uber positions itself as the enabler of those moments.
It’s a refreshingly human take on mobility marketing — one that swaps horsepower for humor and autonomy for authenticity.
As Sydney commuters pass by billboards or hum along to that unmistakable tune, the message lands effortlessly: freedom isn’t only about being in control — sometimes, it’s about letting go.
