Serviceplan's First Campaign for Uber Plays with Words, Wit and Well-Worn Habits

Aug. 14, 2026

Why do people keep sticking to inconvenient routines for everyday journeys when simpler alternatives are already available? That question sits at the centre of Uber and Serviceplan’s new campaign, which also marks the beginning of the brands’ partnership following a major agency pitch process completed in summer 2025.

Across four cinematic vignettes, the campaign explores moments where people persist with familiar routines despite easier solutions being readily available. The result is a series of warm, humorous observations of everyday German life: from the unwavering belief that layering clothes can conquer any weather situation, to lugging heavy shopping bags home instead of choosing a more convenient option.

The campaign introduces the new German claim “oder aber Uber.” In German, oder aber is an oddly redundant way to express an alternative approach to solve a problem. The familiar phrase is turned into a playful invitation to rethink equally automatic mobility habits and consider Uber as an alternative.

The films were directed by acclaimed filmmaker Nick Ball and produced by Anorak Film. Shot in a documentary-inspired style, they focus on authentic observations, everyday rhythms, and relatable human behavior. Reinforcing the campaign’s distinctive tone is a dry, observational voice-over delivered by famous actor Axel Milberg, whose narration heightens both the subtle humor and documentary feel of the stories.

The films and campaign assets are now running nationwide across TV, digital out-of-home, digital and social media channels.

Franziska Walter, Director Marketing at Uber said:

“Uber continues to grow in Germany and is now available in more than 90 cities. Our product is incredibly simple, yet highly effective in making everyday life easier. The campaign highlights just how strongly mobility routines shape our daily decisions. That is exactly what makes the idea so relevant. It positions Uber as a genuine option in situations where many people may never have considered using the app before.”

 

Till Diestel, Chief Creative Officer Serviceplan DACH, added:

“Uber stands for modern mobility, digital, urban and accessible. That’s why we wanted to stay very close to real people and their everyday lives. We became fascinated by the question of why people continue to stick to familiar habits, even when new possibilities have long existed. That tension is what creates the campaign’s observational, humorous tone.”