Great advertising doesn’t just speak, it connects.

But not everyone get’s it right.

Here’s x2 travel campaigns from Uber that nailed the art of the human touch.

Travel: “You’re almost there”

We all dream of a relaxing holiday, but the journey? Not so much. Missed connections, endless queues, and missing luggage can turn excitement into exhaustion. One saving grace? A smooth, no-fuss ride between the airport and your final destination.

Uber’s latest campaign “You’re Almost There” takes aim at those unforgettable travel scenarios with a series of simple, witty and universally true OOH advertisements that remind travellers that while the destination matters most, the ride to get there shouldn’t be an ordeal.

Travel: “Your nearest driver is minutes away”

Like their latest campaign Uber’ “Your nearest driver is minutes away” pairs wit with heart to speak directly to an audience. Based on the insight that many Northern communities didn’t know Uber operated in their area, the campaign leans into regional quirks.

From coatless nights in St. Helens to downpours on the Wirral they turned all too familiar Northern moments into clever, story-driven messages, that shows Uber isn’t just in the North, it’s here to make Northern life easier. The result? A campaign that redefines how Northern locals see their daily rides.

Insight: Why a human centric approach matters

What makes these campaigns so effective is their ability to connect on a profoundly human level. By tapping into universally relatable moments, be it the chaos of holiday travel or the quirks of local life, they resonate on a much deeper level with their intended audience. Here’s why:

1. Empathy over efficiency
A human-centric approach goes beyond transactional relationships. It taps into people’s emotions, beliefs, and values, making every interaction feel meaningful and memorable. When brands connect on this level, the relationship becomes personal.

2. Resonance is key
Understanding your audience’s challenges, dreams, and goals leads to campaigns that resonate on a deeper level. Brands that align their messaging with the core of what people truly care about create lasting impact and foster trust.

3. Authenticity wins
People crave authenticity. When brands show up as human, they show they get it. This builds genuine connections and loyalty, because customers want to feel seen and understood—not just sold to.