Uber’s first UK TV advert ‘Where to?’ aired at the weekend followed by a series of out-of-home ads that have gone live today (12 June), as the ride-hailing app seeks to convey a positive message in the face of recent controversies and doubts about CEO Travis Kalanick’s role at the company.

The campaign’s aim is to represent the possibilities available when using the Uber app. The TV ad includes a video of a young couple on their first date and focuses on how they are able to enjoy a night out in their city by “seamlessly” moving from place to place by using Uber.

It was created by BBH and Manning Gottlieb and directed by Kim Gehrig, whose work has included John Lewis’s ‘Man on the Moon’ and Sport England’s ‘This Girl Can’. The ad includes the track ‘You’re the Boss’ by Elvis Presley.

The campaign took seven months to develop and will run on TV, out-of-home, online, cinema and press for the next six weeks. The out-of-home concept will go live in London, Manchester, Birmingham, Leeds and Edinburgh.

“We are really excited to be launching the first chapter of our brand idea. ‘Where to’ represents the endless possibilities when you open up the Uber app and this theme will run through all of the creative work,” says Rachael Pettit, Uber’s UK head of marketing.

“Millions of people rely on Uber to get a reliable ride at the touch of a…