Uber belts out a backseat anthem with new campaign ‘Can’t do that if you’re driving’

Uber is celebrating the joys of being a passenger with a new campaign platform, Can’t do that if you’re driving, created with Special.

Fronted by country-pop icon Shania Twain and local comedian-musician Tom Cardy, the hero film sees the pair singing an original tune from the backseat of an Uber - a cheeky ode to everything you can do as a passenger but not behind the wheel.

From swiping through dating apps to catching a quick nap, the campaign taps into Australia’s love affair with cars and flips it on its head - reminding people that the backseat can be a place of freedom, fun and a little weirdness.

“Can’t do that if you’re driving celebrates all the joyful, playful moments that happen in the backseat,” Nicole Bardsley, head of marketing, Uber Australia & New Zealand said. “We’re thrilled to unlock the potential of this new campaign platform and can’t wait to build on it.”

Special’s creative team Simon Gibson and Nils Eberhardt added: “Pop culture has always told us driving is freedom. But when you stop to think about it, it’s just not true. You can do way more fun stuff in the back of an Uber.”

Dan Greenberg, brand manager at Uber Australia, said pairing Twain with Cardy gave the campaign its distinctive tone. “It’s playful, a little cheeky and impossible not to sing along to — the perfect track for an Uber ride to the footy, a night out or just heading down to the pub.”

The campaign rolls out across film, social, digital, out-of-home, and in-app gaming experiences.