Uber and Mother hit the right note with an upbeat campaign which both reminds consumers that plans are back. As well as reminding marketers of the pure joy of brilliant copywriting. 

‘Actual face time’, ‘Pull out your fancy mask’, ‘Plans are back’. The delicious copywriting of Uber’s new campaign underlines the role of brands of delivering some post pandemic positivity to consumers' lives.

The ‘Your Uber Awaits’ campaign will run across outdoor, TV, radio and social. The ads remind consumers that there is life outside the four walls of the home they have spent many months cooped up in.

The TV spot casually normalises the use of masks in taxis; helping to get anxious travellers over the anxiety hump of getting out and about following months of lockdown. An important reminder that in the midst of the pandemic sometimes all brands need to do to reassure consumers is simply normalise the safety measures we must live with for the foreseeable future.