Uber Shows Hong Kong How to ‘Skip the Kung Fu' With Special

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  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 Portelli 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."

Special creative directors, Sarah Parris and Dan O’Connell observed, “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.”

Head of marketing Toga Leung said, “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.'

The brand campaign spans TV, online, Social and OOH and is supported by a promotional campaign that will give away HK $1,000,000 of discounts on promotional cards, on the streets of Hong Kong.