Uber’s Membership Program Takes Center Stage at Super Bowl

Uber’s Membership Program Takes Center Stage at Super Bowl

Uber is returning to the Super Bowl for the third year in a row with a new spot focused on Uber One, the company’s premium membership.

Uber One offers elevated access to all of Uber’s services: rides, delivery and groceries. Members get better pricing, premium support and additional perks.  

“As the only global company that helps you go anywhere and get anything, our membership program is the best way to save,” said Danielle Hawley, global executive creative director at Uber, in a comment shared with Brand Innovators. “We want people to remember that, so for this year’s Super Bowl ad we set out to help everyone get Uber One stuck in their heads — and what better way to do that than with a hit song? We paired some of the biggest hitmakers of all time with one of the most esteemed producers in the game to help Uber One catch on.”

Uber has teamed up with Sean Combs aka P Diddy for the spot and asked him to create a hit song for the Uber One product. The teaser will air during the Grammy Awards, the Pro Bowl and NCAA men’s basketball. The full spot will launch on February 7, when more cameos will be revealed.

“We’re thrilled to come back to the Super Bowl stage for the third year in a row, shining a spotlight on Uber One,” said Georgie Jeffreys, Head of Marketing at Uber Eats, US&C, in a comment shared with Brand Innovators. “In order to make our membership program stick in the minds of our customers, we knew exactly who to call – the stars behind the songs that play over and over again in our heads and those who have defined the musical zeitgeist of entire generations. With their help, we’re hopeful that people will recognize the significant savings they can have across rides, delivery and groceries. And maybe even get a jingle or two stuck in their head.”