Then, Uber is participating in this year’s St. Patrick’s Day – with a twist.
The globe’s number one ridesharing app is taking inspiration from Brexit to launch their “Uber IrishXit” campaign. Before you shout, IrishXit is a wordplay for UberX and also loosely bases it upon “the delicious ritual of slipping away without the fuss of goodbyes,” as ridesharing media would point out – similar to Brexit. Not the bad word, okay?
For context, Brexit is the portmanteau “British exit,” which came around from the issues within the European Union boiled to its worst. It pertains to Great Britain’s withdrawal from the Union, officially completed in early 2020, after a referendum four years ago then that saw approximately 53 percent of the voters choosing to leave.
It ended over four decades of membership, transitioning the United Kingdom out of the European Union’s single market, customs union, and legal jurisdiction to reclaim sovereign control over trade and borders.
But, when you watch the ad, it’s going to feel different, as it should be, dear.
It features the famous Irish reality star, Maura Higgins.
Higgins is an Irish television personality, model, and presenter, best known for her memorable appearance on “Love Island UK Series 5” in 2019. She has since built a successful media career, appearing on “Dancing on Ice,” “Cooking with the Stars,” and hosting “Love Island USA Aftersun.”
“We knew it was important to acknowledge the realities of St Patrick’s Day. Too often, it’s painted as this magical day full of leprechauns and four-leaf clovers. But in reality? It’s less magic and more a 24-hour marathon with no end in sight,” the creative team behind this campaign noted.
Are you also a victim of St. Patrick’s Day parties in where people decide to leave, like Brexit? Those are the dark moments of this celebration.
“We wanted to speak to that tension, having Uber play a role that felt both true to the brand and to reality, and thus, Uber IrishXit was born,” the creative team further pointed out.
However, it’s the behind-the-scenes that also counts. The creative team praised Higgins for being “someone [who prefers to doing what she wants] and feels like she can get away with almost anything – including leaving a commercial that she was supposed to star in.”
The idea is shooting a shoot. They admired her for following the story, sitting inside the bathtub for four hours without complaining. So that’s how long it takes to direct an ad. Incredible!
“St Patrick’s Day is typically all about the celebration, so leaning into the exit felt like a fresh and unexpected angle for us that we can uniquely offer. The ‘Irish exit’ is a widely recognised cultural behaviour, and it created a fun, relatable way to remind those enjoying the day that Uber is a convenient, safe, and reliable way to get home,” Marisa Siegel, the head of growth and engagement for the mobility marketing in Uber, told Ridesharing Forum, also sharing how the app became like an “accomplice.” “You nailed it! Uber will always be about getting people from A to B, but culturally we’re also part of the in-between moments, whether it’s heading out, moving between spots, or even the exit. Leaning into the ‘accomplice’ role lets us have a bit more of a playful edge and relatability for our riders.”
The ad is titled “Maura Higgins Irish exits on her own Uber shoot to take a bubble bath.”
Get that account today on Ridesharing Forum website! Be confident this weekend, thank you!