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UBER
Uber came to us with a Cricket World Cup campaign and a question underneath it: how do you make a national brand feel personal? The answer was already behind the wheel. Many of their drivers come from Caribbean and South Asian communities, with cricket running through their families for generations. We travelled the country to find them.
Arriving now
Ride details
UberX · 3.2 mi
★ 4.9 · KX21 ABC
Toyota Prius · Grey
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You order a car.
It arrives in four minutes.
You get in.
You never ask who's driving.
Every driver has a story.
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Marlon Baptiste
Uber driver. South London. 7 years driving. Supports West Indies.
Seven years driving across South London, and a lifetime watching cricket with his dad. Marlon spent years in facilities management before Uber, and brings the same steady, unhurried energy to every ride. A lifelong West Indies supporter, he reckons one question about the cricket can turn a quiet journey into a proper conversation.
"Did you catch the cricket?"
Kamran Ali
Uber driver and part-time mobile phone repair specialist. 45, Manchester. 5 years driving. Supports Pakistan.
Kamran splits his time between driving and repairing phones across Manchester — Uber fits around the shop, not the other way round. He's followed Pakistan cricket since he was a kid, from tape-ball games with his cousins to late nights watching Test matches, and says the game taught him the patience and focus he brings behind the wheel.
"Manchester-based Kamran balances Uber driving with phone repairs — and never misses a chance to talk Pakistan cricket."
Rajiv Menon
Uber driver. 57, London. 9 years driving. Supports India.
Nine years and thousands of London routes in, Rajiv left account management for something he values more: people. He's followed India through every major tournament since he was a boy, listening to matches with family long before he ever picked up a fare. For him, cricket is a shared language — the same thing he loves about driving.
"Rajiv has spent nine years driving across London, and says cricket is still the quickest way to turn strangers into conversation."
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From the Oval to Old Trafford.
We followed the game across the country, shooting at the grounds where it's watched and the places it's still played.
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Next time, ask who's driving.
The campaign ran across Uber UK's social channels and web through the Cricket World Cup.
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A national brand, told one driver at a time.
