Whether it is about safety or experience, there is a general lack of trust in the transportation industry.  One of Uber's objectives is to overcome this reputation by building trust with its clients.  This is a 2-page print ad highlighting the trusting relationship during a journey between the driver and its passenger.  This image is both realistic and philosophical.  Realistic - the client has to trust the driver to navigate the car safely on a jam-packed street; philosophical - we must trust if we are to have a good relationship with each other.

In this 2nd print ad, Uber gets the message of trust across by being more specific: by being reliable, responsible and transparent.