Uber Taxi HK launches martial arts-themed follow-up campaign with Nick Cheung

Hong Kong — Uber Taxi has released a new campaign in Hong Kong, once again featuring actor Nick Cheung in a martial arts-inspired storyline. The campaign builds on last year’s work and uses the Cantonese word kung fu—which means both “martial arts” and “effort”—to highlight the challenges of hailing a taxi on the street compared with booking through the Uber app.

The film depicts Cheung competing with other passengers in exaggerated kung fu-style battles for a taxi. Set to a reworked version of the Cantonese anthem Who Is a Big Hero, the spot portrays him as a triumphant street-hailing champion, only to be upstaged by a passerby who had already secured a ride using Uber Taxi.

Special creative directors, Sarah Parris & Giles Clayton mentioned their goal for this year is to dial up the action even further and create a spot that genuinely looks and feels like a kung fu film. 

“Performing kung fu in over 30°C temperatures while belting out a classic song was impressive to watch. But it just goes to show, even the best kung fu master is no match for Uber Taxi when it comes to hailing a cab,” Sarah and Giles said. 

The campaign was teased through a short video on social media that gained over 4.5 million views in 24 hours. Online buzz from local pages and influencers helped build momentum leading up to a launch event, where the full film was revealed.

Meanwhile, Toga Leung, head of marketing at Uber Mobility Hong Kong expressed this campaign is a celebration of what makes Hong Kong unique—its cinematic history, its energy, and its people. 

“Uber Taxi is about making travel seamless in a city where getting from point A to B isn’t always straightforward. Collaborating with Special and our local partners allowed us to build on the momentum from last year and bring even more entertainment and cultural resonance to this follow-up,” Toga said. 

Production partners included Omelette director Adam Liu, and stunt coordinator Jack Wong, who created the martial arts sequences. Music production was handled by Click Music Ltd, with lyricist Siu Hak and Producer Punk Chan adapting the iconic ‘Who is a Big Hero’karaoke track for the campaign.