Uber and FC Barcelona Launch "Lost in an Uber," a Campaign Celebrating Barcelona

Feb. 26, 2026

Uber Mobility, in collaboration with FC Barcelona, launches "Lost in an Uber", its new institutional campaign aimed at the Barcelona market. Developed by Ogilvy Spain, this action aims to increase brand consideration in the city, highlighting the convenience of its service and communicating its sponsorship with the blaugrana club through an emotional and authentic connection with fans.

The campaign revolves around the idea that FC Barcelona player, Pau Cubarsí, loses his official shirt in the back seat of an Uber and asks the city for help to find it. From that moment, a collective search is launched, joined by influencers and opinion leaders, extending the story and the campaign's reach throughout Barcelona.

• In Search of 'Culés' Detectives

The central message of the action is clear: Uber is the most convenient way to get around Barcelona. However, the campaign goes further by integrating deeply into the city's life and the passion for FC Barcelona.

Thanks to its authentic and participatory approach, this initiative turns Uber users into 'culés' detectives who join a shared cause, forging a genuine connection with the community.

• An Authentic Spot from the Heart of Camp Nou

The main piece of the campaign is an authentic and natural clip, starring Pau Cubarsí and filmed directly from the iconic changing room of Camp Nou, one of the most recognized football stadiums in the world and home to FC Barcelona matches. In it, Cubarsí, with an expression that combines concern and confidence, addresses his 'culés' followers with a sincerity that transcends the screen. With his phone in hand, he explains that he made a small mistake: he lost his favorite shirt in the back seat of an Uber.

Patricia Medeiros and Pablo Cachón, creative directors at the agency stated:

"Pau's naturalness was key. We weren't looking for an advertisement, but a genuine connection with the people of Barcelona. His authenticity has helped us bring the brand closer to their daily lives. Uber, in this context, is not just a mobility service; it's part of the city's fabric, a space where these small everyday stories happen."

 

Its tone, a mix of urgency and a genuine plea for help, directly appeals to the sense of community and belonging of the fans. Cubarsí invites all 'culés' to be vigilant and "look for" that lost jersey on their next Uber rides, transforming each trip into a potential rescue mission. This personal appeal from a player to his people, more than a forced advertisement, reinforces the emotional connection and participation that the campaign seeks.