Uber is strengthening its suburbs-focused marketing approach with a holiday ad that leans on emotion without relying on the overly sentimental tone typical of the season. The spot, titled “Close,” highlights the reality that year-end gatherings aren’t always joyful, acknowledging the tension and disagreements that often surface within families. At the same time, it frames the holidays as a moment when reconnection and forgiveness are still possible.
“Close,” developed by Mother and directed by Michael Spiccia of MJZ, tells its story through the perspective of an Uber ride home for the holidays. As a young woman travels from the airport, she gazes out the window and recalls moments with her father throughout her life. Those memories build toward a significant argument between the two, and when the car pulls into the driveway, she decides to use the moment to reconnect.
The film is set to James Blake’s minimalist cover of Fleetwood Mac’s “Landslide,” a choice that reinforces its themes of reflection and the passage of time. The narrative follows a holiday traveler revisiting the complexities of her relationship with her father, including how their last Christmas ended in conflict, before the spot concludes with an emotional reunion.
“Our first-ever national holiday campaign celebrates families reconnecting this season, and the quiet moments we have to reflect,” Georgie Jeffreys, Uber’s North America head of marketing, said in a statement. “Whether it’s that first Uber pick-up at the airport or the ride home after a family gathering, Uber is there when you need it, helping to bring loved ones close together this holiday season.”
Created with agency Mother and directed by Spiccia, “Close” is appearing across cinema, connected TV, online video and social platforms in the U.S. and Canada. The campaign aligns with Uber’s push into suburban markets, a segment the company views as a major growth opportunity, especially during a period marked by significant seasonal travel.
“The idea was simply to showcase an emotional journey within an actual one. A heartfelt family story in the context of the holidays set to an incredibly haunting track by James Blake,” said Felix Richter, chief creative officer of Mother, in a statement.
The new holiday film builds on the emotional approach introduced in Uber’s October spot, “In Good Time,” which marked Mother’s first U.S. campaign for the brand. The agency also partners with Uber in the U.K. Both efforts focus on riders in suburban areas, a segment Uber has highlighted as a significant growth opportunity. Earlier this year, chief financial officer Prashanth Mahendra-Rajah reported during an earnings call that roughly 20% of all ride-hailing trips now occur in less densely populated markets.
