Sé Tú. Sé Tu Propio Jefe

Agencies: Chamoy Creative Johannes Leonardo


Being your own boss can be a dream for many people, but this holds especially true for US Hispanics. That’s why it comes as no surprise that Hispanics are opening more small businesses than anyone else in the United States. Uber’s model provides the perfect opportunity for Hispanics to take the first steps towards achieving their dream of becoming their own boss.

When Johannes Leonardo and Uber approached Chamoy Creative, a Hispanic agency based out of San Antonio, Texas, to create a Hispanic campaign that would run alongside the general market “Earn like a Boss Campaign,” focusing on the entrepreneurial spirit of Hispanics was a no brainer. The “Sé Tú / Sé tu Propio(a) Jefe(a)” is rooted on the theme that Uber welcomes you to be yourself and do the things you value the most. Sé tú invites people to “Be you” with the flexibility, income, and options that Uber offers.

The work showcases real Hispanic earners of different ages, backgrounds, and with very different accents reacting to social media videos or directly referencing features Uber offers. Chamoy Creative’s goal was that Hispanics see themselves in these drivers and see the possibilities opening up for them. The Hispanic campaign seeks to further connect and empower Hispanic females by changing to “jefa” when featuring a female driver.

The campaign launched nationally on April 26th and will be visible across Broadcast television, OOH, Social Media, Audio, and Online Video through the end of the year.

This professional campaign titled 'Sé Tú. Sé Tu Propio Jefe' was published in United States in April, 2023. It was created for the brand: Uber, by ad agencies: Chamoy Creative and Johannes Leonardo. This Digital, Film, and Outdoor media campaign is related to the Automotive, Delivery Services, and Transport industries and contains 12 media assets. It was submitted 5 months ago by Chamoy Creative.


Global Head of Mobility Marketing, Masterbrand and Membership: Elizabeth Windram
Global Executive Creative Director: Danielle Hawley
Head of Mobility Marketing, US & Canada: Nick Silver
Global Creative Director, Masterbrand & Mobility: Natalie Purbrick
Associate Creative Director: Jordan Rich
Sr. Marketing Manager: Gina Lopez
Sr. Producer: Emily Senecal
Business Affairs Manager: Marie Hernandez

AGENCY: Chamoy Creative
Art and Motion Director: Alejandro Perez-Segnini
Creative Director: Lauri Revilla-Chase
Copywriter: Lauri Revilla-Chase
Associate Copywriter: Carlos Adam Castro
Assistant Producer: Wesley Ruden
Project Manager: Hannah Garison
Post Production & Color Correction: GeoMedia
Animation: Alejandro Perez-Segnini
Sound & Mixing: Harter Music


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