Uber was having a tough year. Online comments were in a negative spiral and they couldn’t catch a break in the media. They wanted to use Mother’s Day as an opportunity to show a warm, human side to the brand with an online film. But with brand sentiment so low, how could we create something that didn’t come off as cynical or opportunistic? We knew that whatever we did needed to pull on heartstrings in a real, authentic way. There were tears, laughs, hugs and more tears. The film captured hearts and minds, becoming the most shared and liked online content for Uber ever. The situation, characters, reactions and moments in this film are 100% real. The passengers thought they were getting into a regular Uber like they had dozens of times before.