Ubiquitous throws weight behind ‘CHOOSE TAXI’ campaign to promote London’s black cabs
- Perry Richardson
- 1 day ago
- 3 min read
Updated: 1 hour ago
Ubiquitous, one of the UK’s biggest taxi advertising companies, has announced its support for London Taxi PR’s ‘Choose Taxi’ campaign, an initiative designed to put black cabs back at the forefront of the capital’s transport choices.
The campaign, launched by London Taxi PR’s PR and Comms Director Andy Scott, takes its inspiration from the iconic Katherine Hamnett ’Choose Life’ T-shirts, as worn by Wham back in the 80’s, and is backed by well-known figures including Rob Rinder, Tony Parsons, Nick Knowles and George Clarke. Crucially, most of the funding comes not from major corporations but directly from drivers and taxi businesses.
Scott explained the motivation behind the project: “They’re part of the fabric of London’s transport community. I wanted to get something different out because we’ve been promoting the Knowledge for some time. We want to encourage more people to use London taxis and importantly, promote the safety factor of them.”
For Ubiquitous, the message aligns closely with its own values. Managing Director Jim Cohen said: “It’s been an absolute pleasure to support London Taxi PR with their ‘Choose Taxi’ campaign in London. I’m a child of the 80’s, so you know I love the attention-grabbing reference to Wham’s iconic ‘Choose Life’ logo on the side!”
Cohen also set out why Ubiquitous sees taxis as unique, both as a cultural symbol and as an advertising format. “What do I think makes taxis so powerful as a media platform? It’s simple: they’re different. Most advertising sites in Out of Home are bound by a wooden or metal frame. Ours are wrapped around a moving icon, the London taxi. People expect to see ads in frames. They don’t expect to see them on a cab, and that element of surprise is precisely what makes it so effective.”
Members of the Ubiquitous team also contributed their own thoughts on the role of taxis. Group Head Louise Walsh, who has lived in London but is based in Manchester, said: “Taxis are part of our cities where we work, live and spend our leisure time. I love that taxis take us to places, connect us with others and are a trusted and safe space. There is always one nearby.”
For International Client Director Laura Mayordomo, the appeal is just as strong from abroad. “They are iconic, classy, and reliable. I couldn’t imagine the city without them, they are everywhere and part of the urban landscape. As a foreigner, they are one of the iconic symbols that first come to mind, when I think about London.”
Sales and Marketing Assistant Anita Oziegbe highlighted how the industry has adapted to modern times: “What I love about taxis is their flexibility, in how they adapt to environmental, economic, and societal changes. As the social media space continues to grow, it’s iconic to see the black taxi still holding its place, evolving with the times and growing in creativity.”
Sales Consultant Micky Harris pointed to the Knowledge as the basis for public trust. “The taxi driver has to have achieve a high level of geographic understanding, the Knowledge, purely because passenger demand requires them to know every square mile of London. Therefore, by default they cover more ground than any other out of home medium.”
From an advertiser’s standpoint, Sales Director Steve Clark summed up the strength of the medium: “They are a premium format, utilised by some of the most prestigious brands around the world, and offer unparalleled reach in locations that are otherwise unattainable. In a market that is becoming understandably more digital, we remain wholly relevant and powerful as an offering.”
For Cohen, that mix of heritage, adaptability and visibility makes the black cab an enduring asset both to Londoners and to advertisers. “They’re not just eye-catching. They’re mobile, omnipresent, and always on the move. They cut through postcodes, reach streets that other media can’t touch, and deliver brand messages directly into the heart of the city.”
He added: “In a world where attention is everything, taxi advertising doesn’t just follow the crowd. It takes your message directly to the people that matter.”
The collaboration between Ubiquitous and London Taxi PR shows how industry and drivers alike are working together to keep black cabs at the centre of the capital’s transport system while underlining their value as one of the most iconic moving symbols of London.
