IrishXit - Where’s Maura?

This St. Patrick’s Day, Uber is rewriting the marketing status quo by acknowledging the unspoken truth about the festivities: sure, you’ll have fun, but you’ll have the tried and true epiphany: “I want…no, I need to go home!”

This new campaign, “Uber IrishXit,” created in partnership with Mother New York, is designed to help everyone Irish exit wherever they are, whenever they need to. The campaign’s name is a play on Uber’s most popular ride option, UberX.

Where’s Maura?, the campaign’s :45 launch film, directed by Cameron Harris of Gravy Films, features Irish reality icon Maura Higgins, known for her cheeky personality and lovable, off-the-cuff demeanor. In the film, Maura Irish exits on the Uber campaign set. As she relaxes at home in her bubble bath, we all get to witness the chaos she’s caused.

The campaign rollout includes email, social – including one :15 short film (“Just Did One”), a :06 film (“Oops”) — digital OOH and field marketing around/at Irish bars in key markets including Orlando, Palm Beach, and Kansas City.

Through this campaign, Uber pivots from being a standby participant to playing a meaningful role in enhancing St. Patrick’s Day celebrations.

Marisa Siegel, Head of Growth & Engagement, Mobility Marketing: “As St. Patrick’s Day festivities commence, Uber is here to help get you home. Our IrishXit campaign is a playful reminder that Uber is your good luck charm whenever you’re ready to go. Plus, getting approval on your Irish exit from Maura Higgins is worth more than a pot of gold.”

Cameron Harris, Gravy Films Director: “The Irish Goodbye is an art form, and Maura is its patron saint. We had a week to pull this off in NYC, and an incredible group of collaborators who made it look easy. Special mention to our bubble bath expert — the unsung hero of the production.”