• by Tanya Gazdik , June 16, 2026

Waymo is launching its first-ever national brand campaign timed to the FIFA World Cup.

While most AI companies are leaning into the power and potential of their technology, the fully autonomous (driverless) robotaxi service is taking a different approach.

Themed “Because,” the effort marks the first time the Alphabet subsidiary is speaking directly to a mainstream national audience at scale. Creative centers on safety, trust, and the everyday realities of driving rather than the tech itself.

“Driving requires intense, continuous focus—yet we all experience everyday distractions, fatigue, and stressful moments,” according to Waymo. “Being human means we aren't perfect, but it also means we have a remarkable capacity to create extraordinary technology to protect our loved ones and communities”

The 60-second spot, which was created internally, shows the challenges human drivers meet, and ends with the voiceover “not because humans aren't enough, but because they're everything.”

Waymo isn't a FIFA sponsor, but is using the World Cup moment to introduce itself to a national consumer audience, with the spot running across broadcast, digital, and out-of-home throughout the tournament and beyond.

The company recently launched an invite-only membership program called Waymo Premier. It aims to deliver a more elevated experience for its top riders. For a monthly fee, members gain access to a suite of exclusive benefits designed to make their journey more seamless, including priority pickups, a 10% Waymo Cash ride savings, early access to Waymo in new cities and flexible cancellations.

Waymo Premier costs $29.99 per month and will be initially offered to select riders in San Francisco, Los Angeles and Phoenix. The company plans to scale the program to offer Premier membership to riders in more cities where the Waymo app is available in the future. 

Meanwhile, Lyft is focusing on a value message with “Save the Money. Check Lyft.”

Developed with Zulu Alpha Kilo (Z.A.K.), the 30-second spot features Bill, a dollar bill who gets rained on outside a bar, stranded at an airport curb, and slowly slips through a sewer grate.

An independent study from economists at Harvard and Johns Hopkins found NYC riders left $300 million in savings on the table in 2024 — by not checking and comparing the prices of the available ride share companies in their market before booking.

The company says this is one of its “biggest brand campaigns in years.” It is built around the idea that overspending on rideshare isn't just a financial decision, it's an emotional one. Every time you skip Lyft without checking if the fare is lower, you may be leaving money behind.

The campaign runs through Sept. 7 across airports, bars, and daily commute moments in seven markets.