Uber is back with a campaign that’s as cinematic as it is emotional. Titled “In Good Time,” the film transforms the mundane wait for a car into a tender metaphor for life and love.
Directed by Michael Spiccia (MJZ), the spot unfolds through a series of fleeting yet powerful moments, each taking place in the few minutes before a ride arrives.
The result is a beautifully universal story about connection and time, one that shifts Uber from functional to emotional territory. The brand celebrates the beauty of everyday moments: brief, unpredictable, but deeply human. A reminder that behind every “Your driver is on the way,” there are real people, emotions, and stories waiting to unfold.
A Love Story Told in Notifications
In In Good Time, Uber chronicles a couple’s relationship, from their first meeting in a bar to more intimate, complicated moments, all told through the familiar countdowns of the app.
Six minutes before a first kiss. Three before a departure. One before a life-changing decision.
Each notification becomes a beat of the story, giving the film a rare sense of dramatic tension and emotional rhythm.
The Everyday Stories Uber Helps Connect
The campaign is part of Uber’s ongoing platform “There Are Drivers In Your Area,” which highlights the brand’s quiet presence in people’s lives, especially in suburban communities.
“This campaign is about the tapestry of everyday life and how Uber connects all these moments together,” explains Oriel Davis-Lyons, Chief Creative Officer at Mother New York.
Through this lens, Uber isn’t just a mobility app, it’s a discreet but essential thread woven into modern life.
Alongside the main film, three shorter spots, Airport Dad, Clock, and Tired Dog, expand the story world. Each explores a different facet of Uber’s role in daily life: practicality, reliability, and emotional connection.
The campaign rolls out across TV, social, and out-of-home, marking a return to classic storytelling, where craft, pacing, and feeling take center stage.