Last year, Special used a small piece of local knowledge – it’s really hard to hail a taxi in Hong Kong – added renowned martial arts actor, Louis Koo and a touch of hyperbole to create a maelstrom of drama and physical stunts that highlighted the ease of using Uber Taxi.
This year, Special and Uber are back for round two, this time with action and martial arts star, Nick Cheung, and a reimagined kung fu anthem to highlight again the chaos of traditional street hailing in Hong Kong. The new chapter continues to play on the double meaning of the Cantonese word, kung fu, referring to both martial arts, and effort, underscoring the struggle of hailing a taxi the old-fashioned way.
Cheung navigates a street-hailing battlefield, engaging in over -thetop, kung fu-style clashes with other would-be passengers, all while performing a tongue in cheek rendition of the classic Cantonese kung fu hit, Who Is a Big Hero, with rewritten lyrics tailored to the taxi-fighting storyline. Just when it seems Nick has emerged and proclaimed himself the taxi hailing champion, the twist is revealed – an unassuming ‘aunty’ has already booked her ride effortlessly via Uber Taxi, bypassing the entire ordeal, and proving that the real hero is the one who orders the Uber Taxi.
The campaign was teased in social media post that spread quickly, drawing curiosity and conversation with over 4.5 million views in 24 hours,. Amplified by local social pages and influencers, the buzz set the stage for a high-profile launch event, where Nick Cheung addressed the speculation and revealed the full Uber Taxi campaign.
Special collaborated once again with local creative partner, Omelette, and production partners, including kung fu specialist director, Adam Liu, and stunt coordinator, Jack Wong, to deliver even more authentic martial arts action and raise the bar from last year’s campaign, while Click Music Ltd’s lyricist, Siu Hak, and recording producer, Punk Chan, adapted the Who Is a Big Hero karaoke anthem for the campaign.
Special regional managing director – Uber, Lauren Portelli, stated, “It’s always wonderful when we get to build off something that’s been a success. Reuniting our Australian brains with outstanding local collaborators for a second year of kung fu was a dream. And what better way than reimagining an iconic kung fu anthem to demonstrate how effortlessly Uber Taxi can skip the chaos.”
Special creative directors, Sarah Parris & Giles Clayton, added, “This year, our ambition was to dial up the action even further and create a spot that genuinely looks and feels like a kung fu film. Nick Cheung brought a whole new energy to the campaign — 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.”
Head of marketing, Uber Mobility Hong Kong, Toga Leung, commented, “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 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.”
Marketing lead, Uber Mobility Hong Kong, Charmaine Wu, added, “Nick Cheung’s performance blends high-energy action with the charm of singing an iconic karaoke anthem like ‘Who Is a Big Hero’, adding both heart and humour to the story. It’s a joyful reminder that with Uber, you can skip the chaos and still be the hero.”
The full campaign covers TV, Online, social and OOH.
Credits:
Client: Uber Taxi
Senior Director of Marketing, APAC: Andy Morley
Head of Marketing, Hong Kong: Toga Leung
Marketing Lead, Hong Kong: Charmaine Wu
Assistant Brand Manager, Hong Kong: Venus To
Creative Director, APAC: Adam Ledbury
Media Lead, Hong Kong: Victoria Etheridge
Brand Strategy Lead, APAC: Dan Palise
Lead Creative Agency: Special
Partners & CEOs : Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Creative Directors: Sarah Parris & Giles Clayton
Creatives: Sarah Parris, Max McKeon, Kirsten Twigg & Dan O’Connell
Managing Director: Lauren Portelli
Team Lead: Erin Stace & Tim Leathart
Business Director: Megan McIntosh
Head of Strategy: Celia Garforth
Strategy Director: Phoebe Fielding & Heather Sheen
Creative & Production Partner: Omelette Company Limited
Creative Directors & Founders: Vivian Fung & Charles Hau
Producer: Peggy Mok
Line Producer: Benny Fung
Production Company: THE FUTURE PRODUCTION
Director: Adam Liu
Executive Producer: Benny Fung
Line Producer: Pat Lui
Co-Producer: Will Ke
Assistant Director: Wu Xi
Director of Photography: Liang Zhongqiang
Offline Editor: Yang Song
Online Editing: ColorFarm CGI
Sound Design & Mix: 20k-Miles
Music Arranger & Producer: Chan Kwong Wing @Click Music Ltd.
Social Director: Ben Sum
Executive Producer: Dicky Wu
Producer: Ziva Tang
Director of Photography: Hung
Post-production: Light Club Multimedia Limited
Audio Mix: Bear
Stills Production House: Workhouse
Photographer: Lawrence Ng
Producer: Even Yeung
BTS & Social Photo
Photographer: Mag Lam
Media Agency: EssenceMediacom
PR & Event Company: Sparkling Code Plus Limited
Where the campaign began:
