Uber has launched a new campaign to promote its fully electric rideshare product, Uber Green, which offers rides in electric vehicles at the same cost as UberX. The campaign features Australian actors Michael Caton, Stephen Curry, and Anthony Simcoe.

The campaign marks their first reunion in over 25 years and adopts a mockumentary style, with Stephen Curry orchestrating a reunion with his former co-stars under the pretense of a casual catch-up, only to reveal it as an advertisement for Uber Green. The campaign was developed by Poem, an agency responsible for the strategy, creative, social, content, and publicity aspects of the project.

The campaign video was filmed at the Bob Hawke Beer & Leisure Centre and includes cameo appearances from editors of a well-known Australian newspaper. The campaign is further supported by earned media and social support from The Betoota Advocate and the Bob Hawke Beer & Leisure Centre.

Uber’s research highlights cost and convenience as significant barriers to sustainable choices, with 40% of the population citing cost and 65% citing convenience as obstacles. Uber Green aims to address these barriers by offering electric rides at the same price as traditional rides, making sustainable choices more accessible.

Peta Fitzgerald, Director of Communications at Uber ANZ, stated, “With this campaign, we wanted to emphasise how Uber Green is making more sustainable choices even easier. Collaborating with these iconic actors and True Blue royalty shows EVs aren’t just a luxury; everyone can make more sustainable choices. Uber Green being the same price as an UberX means choosing it for your ride is just common sense.”

The campaign is not affiliated with the film ‘The Castle’, despite featuring actors known for their roles in the iconic Australian film. Rhania Farah, General Manager at Poem, commented, “Michael, Stephen and Anthony’s cinema and television roles are loved across generations of Aussies. We knew having them on screen together for the first time in over 25 years would be a huge cultural moment and become instantly shareable.”

Uber’s research further indicates that 75% of respondents view choosing an electric ridesharing option as an accessible, sustainable action. The campaign seeks to leverage this sentiment by highlighting the ease and affordability of choosing Uber Green.

Tom Manning, Creative Director at Poem, added, “Ultimately, looking after Australia is the most Australian thing you can do – and these guys are some of the most loved Australians to tell Australia about that.”