Observed Signal · Mar 16, 2026 · Campaign Launch · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Uber's 'IrishXit': Sneak Away Safely This St. Patrick's Day!
Uber and creative agency Mother New York launched a St. Patrick’s Day campaign called “Uber IrishXit” that encourages partygoers to quietly leave celebrations and use UberX to get home safely. The campaign stars reality personality Maura Higgins and features a short film directed by Cameron Harris of Gravy Films in which Higgins “Irish exits” from a shoot to go home. Uber framed the work as a humorous “ad within an ad” that leans on Higgins’s Irish heritage and promotes safe nights out. Marisa Siegel, Uber’s head of growth and engagement for mobility marketing, is quoted about the creative approach and the company’s responsibility to remind users that Uber is a reliable option for getting home. The campaign will run across email, digital out-of-home, social and field marketing near Irish bars in Orlando, Palm Beach and Kansas City. The story also notes Uber began working with Mother New York in October and references prior Mother-Uber creative collaborations.
Brand-level holiday campaign by a major mobility platform; notable for creative partnership and channel mix but not a product, policy, or technical change with broad AdTech implications.
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Key Takeaways & Evidence Grounding
- Uber and Mother New York launched a St. Patrick’s Day campaign called "Uber IrishXit" promoting use of UberX to leave parties safely.
- The campaign stars Maura Higgins and includes a short film directed by Cameron Harris of Gravy Films titled "Where’s Maura?"
- Marisa Siegel is identified as Uber's head of growth and engagement, mobility marketing, and is quoted on the campaign's goals.
- The campaign rollout includes email, digital out-of-home, social media and field marketing around Irish bars in Orlando, Palm Beach and Kansas City.
- Uber began working with Mother New York in October; the article references prior creative work with Mother London and past Uber Eats ads.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Uber Launches Back-to-School 'Manifest' Campaign
Uber is promoting its teen service with a back-to-school campaign called “Manifest Your Best Year Ever.” The campaign, created by agency Mother New York, promotes Uber teen accounts — a service enabling 13- to 17-year-olds to book rides and order meals under parental supervision — by offering a week of free rides and meals. Two spots for the campaign were directed by Adam & Dave of Arts and Sciences. The article was published by Adweek on 2026-08-26.
Top 10 Ad Campaigns: Playful, Cultural, and Celebrity-Driven!
Adweek’s roundup highlights ten notable ad campaigns emphasizing playful self-awareness and brand storytelling. Burger King retired its long-standing King mascot in an Oscars debut where U.S. & Canada president Tom Curtis hands the crown to customers; CMO Joel Yashinsky framed the shift as positioning the brand as inclusive. Uber ran a meta St. Patrick’s Day spot called “Irish Xit.” Other launches include Ugg’s return of the Fluff Yeah sandal, JCPenney’s Texas runway featuring local residents, Hotels.com’s literalist spots, a Beats x Nike co-branded earbud spot with LeBron James, Sprite’s global “It’s That Fresh” platform, Patrón’s cinematic short directed by Guillermo del Toro, and Colgate’s emotional Millennial‑caregiver creative. McDonald’s “Big Arch” burger ad was named Adweek’s Most Effective Ad of the Week, performing 136% above the Quick Serve category average for March 10–16.
Mother Berlin's Uber Eats Campaign Stars Bruce Darnell
Mother Berlin has launched its first Germany-wide campaign for Uber Eats, adapting a global creative idea for the local market. Titled 'Du hast dir einen Deal verdient!' ('You've earned yourself a deal'), the campaign features TV personality Bruce Darnell as the new testimonial. In several spots, protagonists endure awkward everyday situations, after which Darnell appears and declares they deserve an Uber Eats deal. The films run on TV and streaming services, supported by social media assets and out-of-home motifs. Franziska Walter, Marketing Director DACH & Poland at Uber, emphasizes Uber Eats' role in daily life. The spot was produced by Tony Petersen Film, directed by Holger Jaquet, with media planning and buying handled by PHD. The creative team includes Alexander Nowak, Christina Rankel, and Christian Lotz at Mother Berlin.
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