Uber Partners With Atlético Paranaense For Safe Driving Ad

Uber Brazil "distracted an active goalkeeper with a mobile phone as a means of raising awareness around dangerous driving," according to John McCarthy of THE DRUM. The stunt from creative shop Tech ran during a clash between Brasileiro sides Atlético Paranaense and Atlético Mineiro. Paranaense goalkeeper Aderbar dos Santos Neto "surprised fans by pulling out his phone" and got distracted before the match, "alerting fans" and the Brazilian press. One day later, after the player was criticized, the group revealed the stunt from Uber and Atlético Paranaense. Santos said, "What I did on the field is the same thing thousands of people do every day in their cars" (THE DRUM, 5/21).