HONG KONG — Uber and independent creative agency Special have teamed up with renowned martial arts actor Louis Koo to highlight the challenges of traditional street hailing.
The campaign cleverly plays on the double meaning of Kung Fu, which in Cantonese also means “effort.” A full-scale Kung Fu-style standoff becomes a fitting metaphor for the struggle of searching for a taxi, while Louis smoothly navigates through the chaos to his e-hailed Uber Taxi, effortlessly bypassing the struggle entirely.
The campaign was teased on Louis’s social media, where he announced he was saying goodbye to Kung Fu for good… only to reveal that it was the wasted effort of searching for a taxi he was leaving behind.
Special, along with local partners and Kung Fu specialist director Adam Liu and stunt coordinator Jack Wong, worked closely to ensure authentic representation of martial arts in the campaign.
Special Managing Director Lauren Portellisaid, “Bringing …