NOTHING BEATS A BLACK TAXI: New Gett campaign puts black taxis at the heart of London life
- Perry Richardson
- Sep 6
- 2 min read
Updated: Sep 7
Gett has launched a new advertising campaign designed to champion the capital’s iconic black taxis. The campaign, titled “Nothing beats a black taxi”, features real drivers and passengers and marks the company’s first major push to raise awareness as London’s dedicated black cab app.
The series includes three short films directed by Cannes winner Johnny Maginn. Each advert presents a story rooted in London life, with casting by BAFTA-winning director Dominic Savage. From family dynamics to nightlife and everyday travel, the campaign highlights black taxis as a reliable part of city living.
Filmed across the capital, the ads focus on three key selling points of the black cab: space, safety and speed. The message focuses on the fact Londoners don’t need to rely solely on hailing a taxi. With the Gett app, a licensed black cab can be booked to any location, combining heritage with modern convenience.
The campaign is being rolled out across TV, cinema and digital platforms, with further promotions planned through out-of-home media and radio.
Gett’s creative approach places real people and authentic experiences at the centre. One advert shows a father and daughter navigating their ups and downs, another follows a mother reuniting with her son, and a third captures two drag queens heading into town. Each piece highlights the diversity of the city and the everyday role of black taxis within it.
The adverts serve as a reminder that black taxis continue to offer a professional and trusted service.
To bring the adverts to life, Gett engaged with three time Cannes Grands Prix winning collective, Neil A Dawson & Company. Neil Dawson said: “Our task was to deliver a rational message to Londoners in an emotional way. I believe the team have done exactly that, delivering some genuine films based on human truths.
“One can only achieve this with a few simple elements: A simple, clear and insightful brief. Scripts written with wit, charm and humanity. An authentic cast sensitively directed. It has been a joy to work on.”
Ben Bailey, VP of Marketing at Gett, said: “I’m a born-and-bred Londoner, so it gives me great pleasure to celebrate and support the black taxi trade. As London’s black taxi app, Gett is part of the fabric of London and with this campaign we wanted to tell that story with emotional resonance.
“In an age where we are bombarded by AI slop and waning attention spans, I wanted to make a bet on authentic storytelling and creativity - and I think these adverts deliver that in spades.”
