Why Uber Used a Butt Sculpture to Say “We’ve Got You”?

Uber’s “You’re Almost There” campaign at London Gatwick Airport used a cheeky and human touch to send a very warm message.

In partnership with Mother London, Uber placed more than 2,500 branded assets throughout the airport: in baggage claim, pick-up zones, on wayfinding signs, and even on air bridges. The campaign’s core tagline was “You’re Almost There,” underlining Uber’s role in helping travelers complete their journey.

One of the most striking visuals was a sculpture’s rear end, yes, a butt, with the words “Culture and stuff”. Rather than simply shock value, this image tapped into travel’s playful side: landmarks are often iconic, but travelers themselves bring a personal, less polished experience.

Photographer Nick Meek captured this and other intimate travel moments, a mascara-stained tear, a pet dog’s nose, and emotional reunions to reflect real-life traveler emotions. Uber even integrated its signature “journey line” (the route-style line familiar from its app) into these visuals, bridging the physical and digital.

Beyond visuals, Uber didn’t limit the campaign to words. The company improved the pickup experience at Gatwick, clarified signage, and made the process smoother. The campaign also emphasized Uber’s multimodal travel options, including ride, train, and coach, via its app.

According to Uber’s UK Head of Marketing, Maya Gallego Spiers, the message was reassurance: once a traveler lands, the hardest part is done, and Uber is ready to take over. Martin Rose, Executive Creative Director at Mother, said the goal was to evoke a smile by connecting with Gatwick’s diverse travelers.

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