This St. Patrick’s Day, Uber rewrote the marketing status quo by acknowledging the unspoken truth about the festivities: sure, you’ll have fun, but you’ll have the tried and true epiphany: 

“Uber IrishXit" is designed to help everyone Irish exit wherever they are, whenever they need to. The campaign’s name is a play on Uber’s most popular ride option, UberX.

, the campaign’s :45 launch film, directed by Cameron Harris of Gravy Films, features Irish reality icon Maura Higgins, known for her cheeky personality and lovable, off-the-cuff demeanor. In the film, Maura Irish exits on the Uber campaign set. As she relaxes at home in her bubble bath, we all get to witness the chaos she’s caused.


Through this campaign, Uber pivots from being a standby participant to playing a meaningful role in enhancing St. Patrick’s Day celebrations.