I recently saw Uber’s “You’re Almost There” campaign, created by Mother, and it really stood out for its witty, human take on travel. The series ran at London Gatwick, the UK’s second-busiest airport, featuring close-ups of everyday items, a lock, a shirt stain, an eye, linked to “routes” to show travelers how close they were to their destination. The ads have a unique, nostalgic charm that humanizes the brand. My favorite is a nose ring with one nostril labeled “Berlin Airport” and the other “Finding your people,” playfully nodding to Berlin’s goth and party culture while highlighting connection. The campaign brilliantly taps into the mix of stress, excitement, and emotion travelers feel, making it both memorable and relatable.