In order to spread awareness about its ride-sharing service, Uber ran a social media ad campaign with a slogan meant to reach out to both riders and drivers: "What’s your destination? Get there. The day belongs to you." The ad suggests that people driving cars could have more flexibility in their work schedules, while people ordering rides could have faster rides and more personal, helpful drivers. The ad is _____ because it offers a service that consumers may not have known existed.