Car booking app UBER has just released the teaser campaign they launched under the hashtag “البرشطة_مدرسة#” (“the school of barshata”).

With daring sarcasm, the brand launches two different messages portraying a man and a woman, and humorously plays with the double meaning of “barshata” (parachute). The messages vary for each gender, the female model featuring the message that reads “the cost of Barshata is expensive, UBER is more cost effective”, while the male example uses ad copy worrying about time: “Barshata has certain time, UBER is 24 hours”.

It seems the brand didn’t learn the lesson when their Mother’s Day campaign backfired last March, and their new chauvinist joke is causing some uproar among Egyptian ladies.

The campaign has just been revealed and uses uni-poles, double-decker poles on the main roads of Greater Cairo.

UBER reveals Barshata campaign-00UBER reveals Barshata campaign-01
UBER reveals Barshata campaign-00UBER reveals Barshata campaign-01

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