Uber and Serviceplan launch ‘Zwiebellook’ campaign in Germany

Uber and Serviceplan have launched a new advertising campaign titled ‘Zwiebellook’ in Germany. The campaign, which follows a major agency pitch process completed in summer 2025, uses four cinematic vignettes to observe everyday German life and the tendency to stick to inconvenient routines despite easier alternatives.

The term ‘Zwiebellook’ refers to the German habit of dressing in multiple layers, similar to an onion. The campaign highlights moments where individuals persist with difficult tasks, such as carrying heavy shopping bags or managing excessive clothing layers, to suggest that using Uber could provide a more convenient solution.