Full Breakdown
Shania Twain and Tom Cardy Collaborate on Uber's New Campaign
10/27/2025, 12:23:12 PM
Campaign Overview: Celebrating Passenger Freedom
Uber Australia has launched a new brand campaign featuring Canadian country-pop icon Shania Twain and Australian comedian-musician Tom Cardy. The campaign, titled "Can’t Do That If You’re Driving," centers around a catchy jingle performed by Twain and Cardy, emphasizing the joys of being a passenger rather than the driver. The ad showcases various humorous scenarios, such as playing Wordle, attempting a trombone solo, and enjoying beauty touch-ups, all highlighting activities that are only possible when one is not behind the wheel.
Creative Collaboration: A Unique Partnership
Tom Cardy described the experience of collaborating with Twain as surreal. Initially unaware of his partner's identity, Cardy was thrilled to discover he would be working with Twain. He noted, “I was literally saying, ‘Sing a bit more like this,’ and she was just incredible. She gets everything in one take.” The creative chemistry between the two was evident, as Twain added harmonies to Cardy's original demo with minimal changes. Cardy emphasized that Uber allowed him full creative freedom, ensuring the final product remained true to his unique style.
Cultural Context: Shifting Attitudes Towards Driving
The campaign reflects a broader cultural shift in Australia, where many individuals are seeking to relinquish control and reduce the stress associated with driving. According to the campaign creators, “Aussies are actually tired of being so in control, all the time.” With 91% of Australians owning cars, yet nearly 80% finding driving anxiety-inducing, the ad aims to resonate with a population looking for alternatives to traditional transportation.
Official Statements: Insights from Uber Executives
Dan Greenberg, Brand Manager at Uber Australia, remarked on the unique pairing of Twain and Cardy, stating, “Shania brings the powerhouse vocals and Tom brings the comedy and chaos.” Nicole Bardsley, Head of Marketing for Uber Australia & New Zealand, added that the campaign aims to make the journey enjoyable, emphasizing that “Uber is more than just getting from A to B.”
Criticism & Opposition: Perspectives on the Campaign
While the campaign has been generally well-received, some critics may question the effectiveness of using celebrity endorsements in advertising. However, the creative team believes that the combination of Twain's star power and Cardy's humor creates a relatable and engaging message for consumers.
What's Next: Future Prospects for the Campaign
Cardy hinted at the possibility of further collaborations, expressing a desire to see the jingle featured in the triple j Hottest 100. He stated, “Let’s get this ad into the [triple j] Hottest 100, then maybe we can convince Uber to make part two.”
Verbatim Quotes
- “The song is really fun and Tom is hilarious. I loved working with him and his Aussie charm,” — Shania Twain
- “ Says Tom Cardy: “Working with Shania, an absolute icon, to bring this song to life was surreal.” — Tom Cardy
- “Uber is more than just getting from A to B. It’s about making the journey as enjoyable as the destination,” — Nicole Bardsley, Head of Marketing, Uber Australia & New Zealand
This campaign not only highlights the fun of being a passenger but also taps into a cultural moment where many are seeking to enjoy life without the burdens of driving.
