Look, hailing a cab in Hong Kong is basically an Olympic sport, unless, of course, you’re Nick Cheung—action legend, local treasure, and a man who can probably catch a taxi by roundhouse-kicking it into submission. Even then, it's a nonstop kung fu exercise (but a treat for the eyes).
In the latest spot for Uber, Nick Cheung unleashes onto the chaotic city streets of Hong Kong, fists flying, kicks spinning, and dramatic 'Who Is a Big Hero' karaoke wailing hard. It’s a glorious, high-octane ode to the ancient art of taxi combat... until, plot twist, a serene commuter just glides past all the chaos and slides into an Uber like it’s nothing. Because why kung fu when you can just click on the Uber app?
This is Uber’s second work for the market and a follow-up to last year’s Louis Koo spot in which the actor played it cool, watched the melee from a safe distance and let his thumbs do the fighting, via Uber, obviously.
Before launching the sequel, Uber dropped a teaser on social media channels that raked in a combined 4.5 million views in under 24 hours. Not a bad warm-up!
Full marks to indie agency Special and local creative partner Omelette, who cooked up (sorry) an action feast, complete with director Adam Liu and stunt legend Jack Wong. They turned a 60-second spot into a full-blown urban jungle brawl, and Ad Nut can say with conviction that somewhere, Tarantino is jealous.
The film with high kicks, street fights, solid music and a good copy is basically jungle life on asphalt. Ad Nut likes that the star power is real. The copy was written with an action hero in mind and Cheung just perks up the script.
One beef, though, when will brands look at Hong Kong and stop thinking flying limbs? Like really... This is the loveliest city with the gentlest residents who could kill you with a death stare and still walk away hands-in-pockets. So, think fresh next time?
The campaign spans TV, Online, Social and OOH.
CREDITS
Client: Uber Taxi
Lead Creative Agency: Special
Creative & Production Partner: Omelette Company Limited
Production House: The Future Prodution
 Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'. |
