Uber’s Australia-first tie-up with Snapchat’s Generative AI lens lets fans drop into its “Can’t Do That If You’re Driving” campaign alongside Shania Twain and Tom Cardy.
📌 Key Takeaways
- Uber uses Snap’s Generative AI to place users in backseat campaign scenes.
- It is the first advertiser in Australia to tap Snap’s newest AI lens.
- Shania Twain and Tom Cardy front the hero film with an original duet.
- The work, by Special, spotlights joys of riding instead of driving yourself.
- Rollout pairs film, 15-second cuts, OOH, and an interactive AI lens.
Shania Twain, Tom Cardy, And An AI Lens
Uber’s new platform celebrates everything you can do as a passenger, from messaging to catnapping. The hero spot has Tom Cardy singing in an Uber before Shania Twain drops in for a cheeky backseat duet.
The interactive piece lives on Snapchat. Its Generative AI-powered Sponsored Lens maps your face into backseat vignettes that mirror moments from the film, turning passive viewers into co-stars.
“The campaign is a perfect fit for Snapchat’s new Generative AI lens, creating immersive, memorable brand experiences.” — Ryan Ferguson, Managing Director ANZ, Snap Inc.
Why Pair Twain And Cardy
The casting leans into contrast. Twain’s global pop-country stature meets Cardy’s Aussie internet-native energy, delivering a track that feels at home en route to the footy, a night out, or the pub.
That mix also travels well across shorts and stories. The hook is simple, the scenes are repeatable, and the AI lens extends the joke by letting fans star in the backseat themselves.
How The Snapchat AI Lens Works
Snap’s latest Generative AI lens builds composites from your selfie, stylising lighting, angle, and background to match campaign scenes. It aims for a playful, one-tap entry point rather than heavy editing.
For Uber, that interactivity reinforces the core message: the backseat is where unexpected moments happen. The lens nudges sharing, stitches with the song, and loops naturally into UGC.
“This lens was the perfect way to bring our platform to life and show the many things you can do in the backseat.” — Dan Greenberg, Senior Marketing Manager, Uber Australia
Where And When You Can Try It
The AI lens is live on Snapchat in Australia alongside the broader campaign. The film and cut-downs run across social and paid placements, with OOH builds rounding out reach.
Expect iterative creativity. The music-led format, short cuts, and lens variants give Uber and Special room to refresh scenes, lines, and prompts while the track gathers shares.
Quick Start: Try The AI Lens In Seconds
A short setup makes the backseat cameo feel effortless.
- Open Snapchat, search for Uber’s “Can’t Do That If You’re Driving” lens.
- Tap to load the Generative AI lens and frame your selfie.
- Choose a backseat scenario, then record your short clip.
- Add a caption or music snippet from the campaign track.
- Share to Stories or send directly, tagging #CantDoThatIfYoureDriving.
Why It Matters For Brands
This is a clean blueprint for consent-safe celebrity creative plus AI interactivity. The film drives recall, while the lens converts viewers into participants with minimal friction.
It also shows how AI lenses can extend a single core idea across formats. The backseat insight anchors everything, from 15-second snips to face-mapped UGC, without fragmenting the message.
Conclusion
Uber’s campaign lands because the insight is obvious and the AI is useful. The film gives a catchy reason to ride, and the Snapchat lens puts people inside the joke.
For marketers, the takeaway is simple. Pair recognisable talent with generative tools that let audiences play along, then seed formats that travel across social fast.
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