Gravy Films & Mother NY Bid “IrishXit” for UberX

In a new campaign times for St. Patrick’s Day, UberX and Mother New York are helping folks Irish exit wherever they are, whenever they need to. The campaign’s, “IrishXit,” is a play on Uber’s most popular ride option, UberX. In a :45 launch spot titled “Where’s Maura?,” the Irish reality TV icon Maura Higgins is seen in a sumptuous bubble bath, pint of Guinness at the ready. Directed by Cameron Harris of Gravy Films, Maura displays her usual cheeky personality and lovable, off-the-cuff demeanor. In the film, she ‘Irish exits’ on the Uber campaign set (for those not in the know, that’s when you depart without saying a rash of goodbyes to everyone), with chaos ensuing as the crew looks everywhere for their star, who’s nowhere to be found.

The campaign rollout includes email, social, including one :15 short film (“Just Did One”), a :06 film (“Oops”) along with digital OOH and field marketing around/at Irish bars in key markets including Orlando, Palm Beach, and Kansas City. Throughout, the brand pivots from being a standby participant to playing a meaningful role in enhancing St. Patrick’s Day celebrations.

“The Irish Goodbye is an art form, and Maura is its patron saint,” says Cameron. “We had a week to pull this off in New York City, and an incredible group of collaborators who made it look easy. Special mention to our bubble bath expert, the unsung hero of the production!”

“As St. Patrick’s Day festivities commence, Uber is here to help get you home,” adds Uber’s Marisa Siegel, Head of Growth & Engagement, Mobility Marketing. “Our IrishXit campaign is a playful reminder that Uber is your good luck charm whenever you’re ready to go. Plus, getting approval on your Irish exit from Maura Higgins is worth more than a pot of gold.”

“IrishXit” Credits
Brand: Uber
Agency: Mother
Production: Gravy Films
Director: Cameron Harris
Editorial & VFX: Mackcut
Color: Rare Medium
Mix: Mr. Bronx
Music Supervision: Butter Music + Sound