Taxi services have been an inseparable part of our lives for centuries. There are records suggesting that similar services were used by the ancient Romans. Two-wheeled carriages called cisio, which carried passengers, were equipped with a system of gears connected to a wheel. When the wheel completed a full turn over a distance of about one mile, a small stone would drop into a box. At the end of the journey, passengers paid the driver according to the number of stones in the box. The taxi service as we know it today dates back to 1605 in London, with a similar service recorded in Paris in 1637. At that time, these were still horse-drawn carriages and were not yet called taxis. The term “taxi” only appeared at the beginning of the 19th century. The first taxis with built-in meters, powered by internal combustion engines, appeared at the end of the 19th century in major cities across Europe and North America. Today’s taxis are equipped with the latest technologies and offer passengers maximum comfort.
Coachman, observer and witness of other people’s stories
The taxi driver’s personality has also evolved over time, along with cities and society. From the first coachmen of the 17th and 18th centuries – who were seen more as impersonal servants – the taxi driver gradually became an urban professional: a master of the streets, traffic, and the everyday rhythm of the city. In the 20th century, during the interwar and postwar periods, the taxi driver became a witness to nightlife and other people’s stories, constantly surrounded by people yet simultaneously isolated.
Taxi driver Robert de Niro
The character of Travis Bickle in Taxi Driver is, to some extent, autobiographical. A lonely man, detached from society and obsessed with “cleansing” the world, reflects Paul Schrader’s experiences at his lowest point after his divorce: broke and feeling completely isolated. Robert De Niro, who played the taxi driver, prepared thoroughly for the role. He obtained a New York taxi license and, to immerse himself in the character, spent several weeks driving actual passengers on night shifts, studying body language, solitude, and the aggression of his customers. This demonstrates his dedication as an actor. De Niro became famous mainly for intense, psychologically layered roles, often in collaboration with Martin Scorsese. Some of his most iconic films, besides Taxi Driver, include The Godfather, Once Upon a Time in America, Casino, and Righteous Kill. He has even won two Academy Awards, for his performances in Raging Bull and The Godfather Part II.
Beyond films, the Hollywood legend and two-time Oscar winner didn’t hesitate to lend his talent to advertising. For example, GEICO, in its commercial Are You Talkin’ to De Niro?, capitalised not only on the actor’s popularity but also on the iconic line “You talkin’ to me?”, originally delivered in Taxi Driver.
The bakery brand Warburtons – GoodBagels, on the other hand, cast De Niro in 2019 as a mafia boss. De Niro and his gang try to sabotage the sale of Warburtons bagels in favour of their own New York products.
Video: Wardburtons – GoodBagels, Robert De Niro
For Kia, De Niro drew on his “Taxi Driver” legacy, taking on the role of ambassador for their vehicles.
Video: Kia and Robert De Niro
De Niro promoted a variety of sectors. For example, in a commercial aired during the 2001 Thanksgiving Day Parade, he teamed up with Billy Crystal as the “voice of New York City” to help boost tourism after the September 11 attacks.
Video: Robert DeNiro & Billy Crystal Thanksgiving Commercial
De Niro also promoted tourism in an ad for Switzerland Tourism, and he certainly didn’t hide his signature sense of humour. The ad „No Drama“, featuring tennis star Roger Federer and De Niro and produced by the Swiss agency Wirz BBDO, is simply brilliant. In the spot, Federer tries to convince De Niro to take part in his film project in Switzerland. De Niro refuses, claiming that there is no drama in Switzerland. The commercial ends humorously: “Maybe call Hanks,” says De Niro, firmly deciding not to film. “Who?” Federer replies, puzzled.
Video: Switzerland Tourism – No Drama
Other brands that De Niro has promoted through his participation in advertising include American Express and Santander.
Unlike De Niro, who portrayed the taxi driver as a lonely, internally conflicted antihero, the taxi driver in the Croatian Kit Kat Chunky ad doesn’t come across as frustrated at all. The flustered customer only manages to escape his singing when he stuffs something into the driver’s mouth. What? A Kit Kat bar, of course.
Video: Kit Kat Chunky – Taxi Driver
Taxi services and their advertising campaigns
When you hear “taxi,” most of us probably think of Uber. Why is that? Most likely because of a strong advertising strategy. From the very beginning, Uber didn’t present itself as just an ordinary taxi service, but as a smart, accessible, everyday solution for getting around the city. Its advertising strategy doesn’t focus on taxis, but on the situations in which people need to get somewhere, commuting to work, heading home after a night out, going to the airport, or getting to a meeting. The brand also uses simple language, relatable humour, and emotions. Rather than emphasising technology, it shows that Uber is “there when you need it.” Thanks to this approach, Uber gradually became synonymous with taxis. For Uber, it’s not just an extra service – it’s a natural part of city life.
Video: Uber – On Our Way
Bolt, another popular ride-hailing service, has long focused on strong local marketing, leveraging national social media profiles. Unlike Uber, it uses a more informal, light-hearted tone that mainly targets a younger audience. In its 2023 campaign, it promoted the idea that the best breakup is a breakup with your car.
Video: Bolt – Break up to break free
In 2018, the ride-hailing service Liftago went for humour. In an ad depicting a disastrously bad date, it conveyed the message: if you want to be somewhere else, Liftago is there for you.
Video: Liftago Taxi – If you want to be somewhere else
In 2024, Liftago partnered with journalist, presenter, and podcaster Čestmír Strakatý. At the same time, it continues its “Don’t Worry, I’m Taking Liftago” campaign, which emphasises the taxi service’s safety and reliability.
From Taxi Driver to Taxi Services
While the film Taxi Driver depicts New York as a dark city full of aggression and alienation, today’s reality is completely different. Cities have transformed – they are brighter, safer, and better organised, and so has the way we get around in them. Whereas the film’s main character, Travis Bickle, is a lonely observer of chaos, the modern taxi driver is first and foremost a customer-focused professional. The contrast between the film and the present reminds us how dramatically both the image of the taxi driver and our expectations of taxi services have changed. That’s why taxi service ads emphasise accessibility, comfort, reliability, and a human approach. But it’s certainly worth revisiting the atmosphere of the 1970s by watching the brilliant film that celebrates the 50th anniversary of its premiere on 8 February.