Shania Twain and Tom Cardy team up with Uber Australia for a backseat banger “Can’t Do That If You’re Driving” via Special Australia
Canadian country-pop icon Shania Twain and Australian comedian-musician Tom Cardy have teamed up with Uber Australia to launch a cheeky brand campaign celebrating the fun and freedom of being a passenger.
The film opens up with Tom on a night out, catching an Uber to the club with his keyboard in tow. From the backseat, he bursts into an upbeat new jingle that quickly spirals into a duet with the unexpected – the Queen of Country Pop, Shania Twain. Shania magically appears to set the record straight, that some things you can’t do if you’re driving.
The spot bounces from one absurd scenario to another – Shania tackling a Wordle on her phone, Tom attempting to play the trombone, a rear seat photoshoot, beauty touch-ups, making beats, or simply getting much needed beauty sleep. Written in collaboration, Shania and Tom make the message clear – can’t do that if you’re driving – from playing games with a mate to rear seat photoshoots, these little freedoms are only possible when you’re in the backseat.
The song also tips its hat to some of Shania’s classic songs, especially when Tom mistakenly belts out “Let’s go friends” instead of Shania’s classic country hit, prompting Shania to roll her eyes in mock disbelief.
“The song is really fun and Tom is hilarious. I loved working with him and his Aussie charm,” says Shania Twain. “I’m no stranger to singing in cars, I grew up singing with my mum in the car, writing lyrics in the car, changing for my next performance in the car (can’t do that if you’re driving!), so this fun idea suited me perfectly. The campaign celebrates all the moments you can enjoy when you’re hands free in the back of an Uber.”
Says Tom Cardy: “Working with Shania, an absolute icon, to bring this song to life was surreal. Together we created something funny, catchy, and super singable. It’s the kind of tune you’ll be humming long after the ride ends.”
Uber’s new campaign is anchored by the tagline “Can’t do that if you’re driving” and highlights the everyday joys of riding with Uber – whether that’s belting out an anthem, reconnecting with friends, or simply taking a moment to relax.
“Pairing an international superstar with local Aussie talent gave us something truly unique,” says Dan Greenberg, Brand Manager at Uber Australia. “A truly surprising but cohesive duo, Shania brings the powerhouse vocals and Tom brings the comedy and chaos. Together they’ve created the kind of backseat banger Aussies love – playful, a little cheeky, and impossible not to sing along to. It’s a track that feels right at home in an Uber ride to the footy, night out, or just heading down to the pub.”
“Uber is more than just getting from A to B. It’s about making the journey as enjoyable as the destination,” says Nicole Bardsley, Head of Marketing, Uber Australia & New Zealand. “We are thrilled to pair these two unexpected stars and offer Uber’s backseat as their stage to share a wonderfully collaborated song. It’s the kind of joyful, playful moment that will remind people of the Uber magic.”
The 60-second launch film was directed by Christopher Riggert through FINCH and will be supported by shorter cuts, social content, and out-of-home placements across Australia.
Uber
Senior Director, Head of International Marketing, APAC, EMEA, LATAM: Lucinda Barlow
Director, Head of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Senior Marketing Manager: Dan Greenberg
Global Head of Creative & Brand: Danielle Hawley
Global Creative Director, APAC: Adam Ledbury
Director of Communications, ANZ: Peta Fitzgerald
Mobility Communications, ANZ: Bonnie Ko
Media Lead, ANZ & Taiwan: Rob Maddison
Head of International Marketing Strategy: Josh Pickstone
Legal Counsel: Yvonne Young
Social Media Lead, APAC: Chanelle Murray
Social Media Manager, ANZ: Haley Evirgen
Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Regional Group Creative Directors: Peter Defries & Alan Wilson
Creative Team/Group Creative Directors: Simon Gibson & Nils Eberhardt
Creative Director: Noah Regan
Social Creatives: Eliza Smith & Harry Roth
Managing Director: Lauren Portelli
Team Lead: Laura Little
Senior Business Director: William Payne
Business Director: Fabrizia Violante
Business Manager: Wendy Hoang
CEO, Partner Special US: Kelsey Hodgkin
Strategy Partner: Dave Hartmann
Regional Executive Strategy Director: Celia Garforth
Group Strategy Director: Heather Sheen
Strategy Director: Phoebe Fielding
National Head of Production: Tash Johnson
Head of Still Production: Nick Lilley
Senior Producer: Jo Howlett
Digital Director: Sharon Gray
Senior Integrated Producers: Di Williams, Alyce Guy, Danielle Senecky
Designers: Liam Kenny, Sabine Schwarz
Digital Editor: Nguyen Tran
Finished Artist: Jen Bailey, John Rivera
Occasions layer
Production Company: Finch
Director: Christopher Riggert
MD/Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Sam Chiplin
Casting: Felicity Byrne
Picture-post company: ARC
Executive Producer: Winnie O’Neil
Producer: Amelia Walton & Sally Quade
Editor: Lucas Baynes
Colourist: Fergus Rotherham
Online Production Company: Darling TV Canada
Sound Design Studio: Rumble Studios
Producer: Michael Gie
Audio Engineer: Tone Aston & Jo Mount
Still Production Company: Chee Production
Still Executive Producer: Tamiko Wafer
Photographer: Pip Cowley
Retoucher: Visual Thing
Social Production Company: Special Made Production
Social D.O.P: Brendan Barnes
Social Editor: Robin Sung
Shania/Tom layer
Production Company: Finch
Director: Christopher Riggert
MD/Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Sam Chiplin
Production Manager/Social Producer : Darcey Taylor Morrison
DA/Director of Socials: Jed Simkins
Facilitation Company Canada: OPC
Picture-post company: ARC
Executive Producer: Winnie O’Neil
Producer: Sally Quade
Editor: Drew Thompson
Colourist: Fergus Rotherham
VFX Supervisor: Andy McKenna
Songwriter/Music Composer: Tom Cardy
Sound Design Studio: Rumble Studios
Producer: Michael Gie
Audio Engineer: Tone Aston
BTS Press: Dom Van Olm
Publicity: History Will Be Kind
Media agency: EssenceMediacom
Creator agency: Hello
Retail: H/Commerce
Talent agency: Mayflower