Sé Tú. Sé Tu Propio Jefe

Being your own boss can be a dream for many people, but this holds especially true for US Hispanics. That’s why it comes as no surprise that Hispanics are opening more small businesses than anyone else in the United States. Uber’s model provides the perfect opportunity for Hispanics to take the first steps towards achieving their dream of becoming their own boss.

When Johannes Leonardo and Uber approached Chamoy Creative, a Hispanic agency based out of San Antonio, Texas, to create a Hispanic campaign that would run alongside the general market “Earn like a Boss Campaign,” focusing on the entrepreneurial spirit of Hispanics was a no brainer. The “Sé Tú / Sé tu Propio(a) Jefe(a)” is rooted on the theme that Uber welcomes you to be yourself and do the things you value the most. Sé tú invites people to “Be you” with the flexibility, income, and options that Uber offers.

The work showcases real Hispanic earners of different ages, backgrounds, and with very different accents reacting to social media videos or directly referencing features Uber offers. Chamoy Creative’s goal was that Hispanics see themselves in these drivers and see the possibilities opening up for them. The Hispanic campaign seeks to further connect and empower Hispanic females by changing to “jefa” when featuring a female driver.

The campaign launched nationally on April 26th and will be visible across Broadcast television, OOH, Social Media, Audio, and Online Video through the end of the year.