Before March 16, 2026, Maura Higgins was primarily recognized for her appearances on reality shows like Love Island and The Traitors US. Her popularity was steadily growing, particularly in the US, where she had been branching out in the entertainment industry since her breakout on Love Island in 2019.

However, the recent attendance of Maura Higgins at the 34th Annual Academy Awards Viewing Party hosted by Elton John’s AIDS Foundation marked a significant shift in her public profile. Dressed in a daring cut-out gown that showcased her abs, Higgins captured the attention of attendees and media alike.

This event coincided with the launch of an innovative campaign by Uber, titled ‘Uber IrishXit’, which features Higgins prominently. The campaign celebrates the tradition of the ‘Irish exit’ during St. Patrick’s Day, a cultural phenomenon where individuals leave a social gathering without saying goodbye.

In the Uber advertisement, Maura is seen relaxing in a bathtub, a scene that has resonated well with viewers. The ad, which includes a 45-second launch film titled ‘Where’s Maura?’, has been described as ‘brilliant’ and ‘iconic’ by fans, reflecting a positive reception.

As part of the campaign, Uber has also rolled out additional films and digital marketing efforts targeting Irish bars, aiming to engage with the festive spirit of St. Patrick’s Day. Notably, statistics reveal that approximately 50% of millennials have participated in an Irish exit, indicating a cultural relevance that the campaign seeks to leverage.

Experts like Zack Roif have noted the significance of Uber’s endorsement of this social tradition, stating, “Uber has officially co-signed one of the most infamous, longstanding social traditions: the Irish exit.” This highlights the brand’s strategic alignment with cultural trends.

Marisa Siegel from Uber added, “As St. Patrick’s Day festivities commence, Uber is here to help get you home,” emphasizing the campaign’s practical appeal during the holiday.

Overall, Maura Higgins’ involvement in both the Elton John event and the Uber campaign has not only elevated her profile but also showcased her versatility as a public figure. Her recent activities reflect a growing influence in the entertainment landscape, particularly in the US.

Details remain unconfirmed regarding any future projects Higgins may be involved in, but her current trajectory suggests a promising path ahead.

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