Uber Turns Everyday Habits Into A Nature Documentary

Quick insight: Uber and Serviceplan turn everyday German habits into something worthy of a nature documentary. Through Don't We All?, the campaign observes familiar human behavior with dry humor while introducing the new claim “oder aber Uber.”

What If Humans Were The Subject Of A Nature Documentary?

Nature documentaries have taught audiences to observe animals in their natural environments, explaining their unusual behaviors with calm and authoritative narration.

Uber asks a simple question: what if the same approach were applied to humans?

That idea sits at the center of the brand's latest campaign in Germany, created with Serviceplan. Instead of observing animals in the wild, the campaign turns its attention to people and the strange routines that shape everyday life.

Across four cinematic vignettes, Uber explores situations where people continue following familiar habits even when simpler alternatives are already available.

Turning Everyday Habits Into Comedy

The campaign finds humor in behaviors that many people instantly recognize.

From believing that endless layers of clothing can solve every weather problem to carrying heavy shopping bags home, the films observe people sticking to familiar routines even when another option could make life easier.

The situations are presented with warmth rather than ridicule. Instead of telling people that their habits are wrong, Uber simply asks viewers to look at them from the outside.

That observational perspective transforms ordinary decisions into surprisingly entertaining moments.

The Idea Behind “Oder Aber Uber”

At the center of the campaign is the new German claim “oder aber Uber.”

The expression oder aber is an oddly redundant German way of presenting an alternative. Uber turns that linguistic detail into a playful creative device.

The message is simple: when people automatically choose the complicated or familiar option, there may be another way.

Oder aber Uber.

The phrase becomes an invitation to reconsider everyday mobility habits and see Uber as an alternative that can make certain journeys easier.

A Nature Documentary About Humans

The campaign's biggest creative strength comes from its unusual storytelling format.

Instead of relying on traditional mobility advertising, the films borrow the language of nature documentaries. Everyday human behavior becomes something worth studying, observing and explaining.

That contrast creates the campaign's dry sense of humor. Situations that would normally seem completely ordinary suddenly feel fascinating when treated like the behavior of a species in the wild.

And perhaps the strangest thing about humans is that they often continue doing things simply because they have always done them.

Bringing The Films To Life

The four films were directed by acclaimed filmmaker Nick Ball and produced by Anorak Film.

Shot in a documentary-inspired style, the campaign focuses on authentic observations, everyday rhythms and recognizable human behavior.

The tone is reinforced by German actor Axel Milberg, whose dry, observational voice-over gives the stories the feeling of a genuine nature documentary.

His narration creates a deliberate contrast between the seriousness of the delivery and the everyday situations being observed.

Making Mobility More Relevant To Everyday Life

Rather than focusing only on Uber's technology or service features, the campaign starts with a human truth: people often follow routines without questioning them.

Uber uses that insight to position itself as a simple alternative in situations where people may not normally consider using the app.

The approach also reflects Uber's growing presence in Germany, where the service is now available in more than 90 cities.

A Campaign Built Across Multiple Channels

The films and campaign assets are running nationwide across TV, digital out-of-home, digital and social media.

That wide media presence allows the campaign's central idea to remain consistent while adapting to different formats and audience touchpoints.

The campaign also marks the beginning of Uber's partnership with Serviceplan following a major agency pitch process completed in summer 2025.

Why This Campaign Works

• Transforms ordinary human behavior into an unexpected creative concept.
• Uses the familiar language of nature documentaries in a completely different context.
• Creates humor through observation rather than exaggerated comedy.
• Connects Uber with the idea of making everyday life easier.
• Uses a distinctive German expression as a memorable campaign platform.
• Creates highly relatable situations that audiences can immediately recognize.
• Extends one creative idea consistently across multiple media channels.

Key Takeaways For Marketers

• Look at ordinary human behavior from an unexpected perspective.
• Familiar storytelling formats can feel fresh when the subject is changed.
• Humor can make a functional product benefit more memorable.
• Local language and cultural details can give campaigns a stronger identity.
• A clear creative platform can adapt effectively across different media.

Final Thought

Uber's Don't We All? campaign shows that sometimes the most interesting advertising is simply about observing what people already do.

By treating everyday habits like the behavior of a species in a nature documentary, Uber creates a humorous and highly relatable way to introduce a simple proposition: there is often another way.

And when that alternative is Uber, the campaign has a fitting answer:

“Oder aber Uber.”