Creative Ad of the Day

Ad of the Day: Fleeting moments shape Uber’s relatable love story

The work, part of the ‘There Are Drivers In Your Area’ campaign, comes from ad agency Mother New York.

By Amy Houston, Senior Reporter

The Drum

October 8, 2025 | 4 min read

Uber is pulling on heartstrings with a relatable love story that follows a couple from their first date right through to more trying times. Titled ‘In Good Time,’ the hero spot begins with a spark between two people in a suburban bar with six minutes to spare, and concludes with one minute that proves just long enough to tip life in a different direction.

Alongside the two-minute spot, there are three accompanying 15-second shorts, ‘Airport Dad,’ ‘Clock,’ and ‘Tired Dog,’ all directed by Michael Spiccia of MJZ.

“This campaign is about the tapestry of life that happens across America’s suburbs every day and the way Uber is a thread keeping it all together and moving,” explained Oriel Davis-Lyons, chief creative officer at Mother New York. “It’s a big, expansive story-driven platform for a brand that is inextricably woven into the fabric of daily life in America.”

The campaign rollout includes aerial, dynamic, social, audio, and traditional out-of-home.