Uber and Snapchat have launched a new advertising campaign in Australia titled “Can’t Do That If You’re Driving.” The campaign features global music icon Shania Twain alongside local comedian-musician Tom Cardy. This marks the first use of Snapchat’s Generative AI-powered Sponsored Lens by an advertiser in Australia.

The campaign aims to underscore the convenience, productivity, and unexpected opportunities afforded by being a passenger in an Uber. Central to the campaign is a film showcasing Tom Cardy on a night out, during which he catches an Uber and performs a duet with Shania Twain.

Snapchat’s Generative AI-powered Sponsored Lens is designed to allow users to transform themselves into humorous backseat scenarios. This feature is targeted at Snapchat’s highly engaged Gen Z audience, offering them an interactive and immersive experience.

The creative agency behind the campaign is Special Group, while the media agency involved is Essence MediaCom.

Ryan Ferguson, Managing Director, Australia and New Zealand at Snap Inc., commented on the collaboration, stating, “We’re excited to partner with Uber on this campaign which brings to life the playful and sometimes downright hilarious experiences you can have in the backseat.” Ferguson further elaborated on the campaign’s alignment with Snapchat’s new technology, saying, “The ‘Can’t Do That If You’re Driving’ campaign is a perfect fit for Snapchat’s new Generative AI-powered Sponsored Lens, demonstrating the power of Augmented Reality to create truly immersive and memorable brand experiences. It allows brands like Uber to connect with our highly engaged Gen Z audience in a personal and impactful way, letting them literally put themselves in the story.”

Dan Greenberg, Senior Marketing Manager at Uber Australia, also highlighted the campaign’s objectives, stating, “This lens was the perfect way to bring our platform to life, and show just some of the many things you can do in the backseat that driving limits you from. Amazing things can happen in the backseat of an Uber, so why not let people explore that themselves on Snapchat?”