BY TIM NUDD, ADWEEK

Uber is beginning 2018 by focusing more on celebrating its drivers, beginning with a pair of documentary-style spots—timed to National Compliment Day today—profiling two drivers who’ve gotten some of the most in-app compliments from passengers.

“A compliment can go further than you think,” says onscreen copy at the beginning of the spots, which were made by agency Giant Spoon, before delving into the drivers’ life stories. The theme is “Going Beyond 5 Stars,” a reference to the highest score a passenger can give a driver within the app’s rating system.

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