framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Uber “Ronny Doesn't Do Tech Support” 2024

Uber “Ronny Doesn't Do Tech Support” (2024) is an Uber commercial for Special. It won one award: Spikes Asia 2024 Bronze Film A03: Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A son tries to teach his parents how to use the Uber app's reserve feature, leading to a comical argument about technology.

Video: Special Group on Vimeo

Shot by shot

  1. Two men sit on a couch in a living room, looking at a phone, as an older woman enters the room holding a phone.© Uber0:00
  2. Two Asian men sit in a living room, one on a couch holding a teacup, the other on a chair looking at his phone.© Uber0:01
  3. A person's hands hold a smartphone displaying the Uber app's "Reserve" screen, then taps "Reserve a ride" and the screen changes to "Where would you like to be picked up?".© Uber0:04
  4. Two men sit on a couch in a living room, one holding a teacup and looking left, the other looking at his phone.© Uber0:05
  5. An older man and woman argue over a phone while a younger man looks on in a sunlit living room.© Uber0:09
  6. A dark blue car drives away from the camera on a suburban street, with text overlaying the scene.© Uber0:12

Stills © Uber. Made by Special.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Parents struggle with tech, son tries to help, Uber Reserve saves the day.

Tagline: “Uber. Reserve now. Ride later.”

tech-illiterate parentsfrustrated childintergenerational conflictproduct as solutiondomestic comedy

The cut

Length
15 s
Shots
6
Average shot
2.5 s

What creatives use Uber “Ronny Doesn't Do Tech Support” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Uber “Ronny Doesn't Do Tech Support”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two men sit on a couch in a living room, looking at a phone, as an older woman enters the room holding a phone.© UberTwo Asian men sit in a living room, one on a couch holding a teacup, the other on a chair looking at his phone.© UberA person's hands hold a smartphone displaying the Uber app's "Reserve" screen, then taps "Reserve a ride" and the screen changes to "Where would you like to be picked up?".© UberTwo men sit on a couch in a living room, one holding a teacup and looking left, the other looking at his phone.© Uber
    Frames from Uber “Ronny Doesn't Do Tech Support”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Uber “Ronny Doesn't Do Tech Support” in order, with its length, framing and what happens in it.

    Two men sit on a couch in a living room, looking at a phone, as an older woman enters the room holding a phone.© UberTwo Asian men sit in a living room, one on a couch holding a teacup, the other on a chair looking at his phone.© UberA person's hands hold a smartphone displaying the Uber app's "Reserve" screen, then taps "Reserve a ride" and the screen changes to "Where would you like to be picked up?".© UberTwo men sit on a couch in a living room, one holding a teacup and looking left, the other looking at his phone.© UberAn older man and woman argue over a phone while a younger man looks on in a sunlit living room.© UberA dark blue car drives away from the camera on a suburban street, with text overlaying the scene.© Uber
    Length: 15 s · Shots: 6 · Average shot: 2.5 s

  3. 03Ad ideas: every spot built on a intergenerational conflict

    Before you present an idea, you need to know who has done it, and how.

    Uber “Ronny Doesn't Do Tech Support” is built on a intergenerational conflict. Search the library by idea to see every spot that uses it.

    AB InBev “Party”© AB InBevSavanna “Sharpshooter Black”© SavannaFlush “Drive Like Gran's In The Car”© FlushGeneral Pants “Led By None”© General Pants
    AB InBev · Savanna · Flush · General Pants

More from Special

Award-winning tech commercials

Questions

Which agency made Uber “Ronny Doesn't Do Tech Support”?

Special created it for Uber (2024).

What awards did Uber “Ronny Doesn't Do Tech Support” win?

1 awards, including Spikes Asia 2024 Bronze Film A03: Travel, Leisure, Retail, Restaurants & Fast Food Chains.

What is the tagline of Uber “Ronny Doesn't Do Tech Support”?

“Uber. Reserve now. Ride later.”

Sources for the credits and awards

The Work