Hong Kong – Uber has teamed up with independent creative agency Special and martial arts icon Louis Koo for its latest campaign, spotlighting the challenges of traditional street hailing and showcasing the ease of using Uber Taxi.
The campaign cleverly taps into the double meaning of ‘Kung Fu,’ which in Cantonese also signifies ‘effort.’ Uber and Special set out to depict a dramatic Kung Fu-style standoff as the ideal metaphor for the tiring ordeal of hailing a taxi on Hong Kong’s bustling streets.
In the campaign film, Louis effortlessly navigates through the chaos, heading straight to his e-hailed Uber Taxi and bypassing the struggle of street hailing. The campaign was teased on his social media, where he announced he was “saying goodbye to Kung Fu for good”—only to reveal that it was the wasted effort of finding a taxi he was leaving behind.
Special also collaborated with local partners, including Kung Fu specialist director Adam Liu and stunt coordinator Jack Wong, to ensure an authentic and true-to-genre portrayal of martial arts in the campaign.
Lauren Portelli, managing director at Special, said, “Bringing together a hybrid team of our Australian brains trust with incredible local partners helped us create an idea that truly felt Hong Kong. Filmed in the heart of Causeway Bay, we were able to capture how easily Uber Taxi lets you bypass the obstacles of street hailing, getting you where you need to go.”
Sarah Parris & Dan O’Connell, creative directors at Special, added, “Martial arts films are experiencing a bit of a renaissance in Hong Kong cinema at the moment, and we wanted to make something that felt true to the genre. Working with one of the best directors in the region, Adam Liu, and a bona fide legend of the Hong Kong film industry, Louis Koo, was great. They made the project as easy as e-hailing with Uber.”
The brand campaign encompasses TV, online platforms, social media, and out-of-home advertising, complemented by a promotional initiative offering HK $1,000,000 in discounts on promotional cards distributed throughout the streets of Hong Kong.
Toga Leung, head of marketing at Uber Hong Kong, explained, “At Uber Taxi, we are dedicated to providing an effortless experience for the people of Hong Kong. As a local who grew up captivated by iconic Kung Fu movies, I’m excited to see that passion come to life in this culturally relevant and entertaining campaign. Collaborating with a diverse creative team at Special, alongside our talented local partners, has been instrumental in shaping this campaign. With over a decade of experience in Hong Kong, we understand the unique challenges residents face while travelling—challenges that often require their own form of ‘Kung Fu.’”
