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I was tasked with Uber as a brand for my advertising portfolio class, and after some thinking, I decided I wanted to make an ad that addressed a common gripe that New Yorkers have with taxis.
In my research, one of the most frequent complaints that came up was the sometimes rancid smell of the taxi's upholstery. I realized that this insight had a lot of creative potential, and I soon began brainstorming ways in which I could dramatize the smelliness of taxis. Eventually, I settled on showing a taxi that was actually a garbage truck, because what would be stinkier than getting driven to work in a garbage truck?
The idea proved to be very successful. It definitely struck a chord with almost every New Yorker I showed it to, and they also got a good laugh out of it.