Everyone loves a holiday; but the travel to and from your destination … not so much. Memories of flight delays, bumpy transfers or crying babies are best left at the airport. One thing that does soothe the ride (other than the pre-flight pints at Spoons) is an easy, straightforward journey on either side of the airport.

Cue Uber and its expanding ‘multi-modal travel’ service. Synonymous with on-demand taxi rides, Uber wants travellers to also consider its train or coach services when planning their journeys, with an out-of-home campaign that presents a range of scenarios where its services give them an easy ride.

Created by Mother ad agency and shot by photographer Nick Meek, You’re Almost There playfully riffs on Uber’s journey line, placing the pickup and destination points between places travellers desperately want to get to. Missed your pooch? The journey from the airport to home curves along a dog’s nose. Eager to see Rome’s cultural offerings? Just wind around a perfect Roman bottom (marble, of course). There are plenty more scenarios to relate to (2,500 branded assets in total).

The campaign marks a new media partnership with London Gatwick Airport, which will see the posters permanently featured across the airport’s billboard sites until late 2027. Mother’s executive creative director, Martin Rose, explains the team aimed to connect Uber with London Gatwick’s broad passenger base: “In literally thousands of places, there are messages designed to generate a smile. By elevating Uber’s iconic journey line, as seen by millions daily using the app, we’re graphically showing travellers they’re almost at their destination.”

There’s an air of Uncommon Creative Studio’s A British Original work for British Airways in the tone of the project, which was also delivered via an abundance of assets.

It’s also not the first time Uber has reminded people it deals with longer journeys beyond the world of taxis. Uptake was initially slow in buying train tickets via its app until Mother created a series of ads to change behaviours. Posters twisted familiar language and iconography synonymous with the app to drive its message home, and a series of funny films dramatised Uber taxi behaviours in the world of trains.

Credits:
Agency: Mother
Photography: Nick Meek