Late last year New Yorkers began ordering , after news leaked out from a court case that the actor had once asked his former executive assistant to Uber over a $22 nightcap, delivered in a plastic container from the Manhattan outpost of his co-owned Nobu restaurant empire.
The story broke just a few weeks after the multinational transportation brand launched its Uber One membership concept with this three-minute film featuring De Niro and Sex Education actor Asa Butterfield.
At a time when many were getting overexcited at the prospect of a “post-purpose” return to humour in ads, “Best friends” avoided laying on the fun too thickly, opting instead for a pleasingly understated approach.
Created by Mother London and directed by O Positive’s David Shane, the dialogue is wincingly awkward (“Do I eat food? Yeah, I eat food…”), the performances pitch-perfect and the plotline, such as it is, just the right side of self-conscious wackiness.
It was genuinely funny in a way that so many of this year’s Super Bowl ads, hailed as the great starting gun for a year of wit and wisecracks, often weren’t.
The film was one of the key reasons behind ±±¾©Èü³µpk10 naming Mother’s chief creative officer and partner Felix Richter the Top Creative in 2023 and also played a part in the agency placing first in ±±¾©Èü³µpk10’s inaugural League of Lists and Top Agencies. The shop and client continue to enjoy a constructive, sometimes critical partnership.
Earlier this week, “Best friends” made an appearance among the Commercial Spots selection at Tribeca X, an offshoot of the annual Tribeca Festival, famously co-founded by Mr De Niro. Sadly, there was no pre-Lions gong delivered in Bob’s hometown, but would anyone bet against this engaging short emerging triumphant in Cannes? You talkin’ to me?
Agency Mother
Director David Shane
Production company O Positive
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