Uber and Special unleash actor Nick Cheung in action-packed Hong Kong campaign for Uber Taxi
Uber has launched the second chapter of its kung fu-inspired Hong Kong campaign with Special, starring acclaimed actor Nick Cheung in a high-energy film blending martial arts action and a reimagined karaoke anthem.
The announcement:
Uber and Special are back for round two, unleashing acclaimed actor Nick Cheung — celebrated for his action and martial arts roles — in an adrenaline-charged campaign set to a reimagined kung fu anthem. The high impact follow up Hong Kong campaign spotlights the chaos of traditional street hailing. Building on the success of the 2024 campaign this new chapter continues to play on the clever 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.
The film follows Nick as he navigates a street-hailing battlefield, engaging in over the top, 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 first hinted at through a teaser video on social media that quickly spread, 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 including lyricist Siu Hak and recording producer Punk Chan, adapted the iconic ‘Who Is a Big Hero’ karaoke anthem for the campaign.
Special regional managing director – Uber, Lauren Portelli said, “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 said, “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 said, “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 said, “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 brand campaign spans 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/CEO : Lindsey Evans & Cade Heyde
Partners/CCO: 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 Director/Founder: Vivian Fung
Creative Director/Founder: Charles Hau
Producer: Peggy Mok
Line Producer: Benny Fung
Talent Manager: Fiona Lam
Film Director & Production
Production House: 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
Trinity: Du Zhifeng & Liang Beilin
Action Director: Jack Wong
1st Assistant Director: Josephine Chan
2nd Assistant Director: Sam Ip
Production Manager : Fai Ho
Art Director: Vivian Lau
Styling: Vann Kwok
Hair Stylist: Dave Ng
Mark Up Artist: Chloe Mak
Casting Director: Julina Ribeiro
Post Production
Offline Editor : Yang Song
Online Editor: ColorFarm CGI
TC: Yao Colorgrading
Sound Designer and Mixing: 20k-Miles
Music Production
Song Title: “誰是大英雄” (Who is A Big Hero)
Composer/ Writer: James Wong
OP: EMI Music Publishing Hong Kong
Music Arranger/ Producer: Chan Kwong Wing @Click Music Ltd.
Sub-Author: Siu Hak
Social Director & Production
Director: Ben Sum
Executive Producer: Dicky Wu
Producer: Ziva Tang
Director Of Photography: Hung
Production manager : Samuel
Art Director: Abbie
Post-production: Light Club Multimedia Limited
Producer: Fanny Lui
Editor: Denise Lee
Online: Marcus Lau
TC: Kwun Wong
Audio Mixing: Bear
Photography/KV Director & Production
Production House: Workhouse
KV Photographer: Lawrence Ng
KV Producer: Even Yeung
BTS & Social Photo
Photographer: Mag Lam
Media Agency – EssenceMediacom
Adrian Lee
Alvin Lau
PR Media relation and event management
PR and Event company: Sparkling Code Plus Limited
PR Project Director/Founder: Jeff Man
Social Media Project Director/Founder: Scott Chan
PR media and event management : Louie Tsang, Mars Kwok, Ivy Chau
Source: Extollo
Keep up to date with the latest in media and marketing
Got a tip?
topics
Charmaine Wu
Giles Clayton
Lauren Portelli
Nick Cheung
Sarah Parris
special
Toga Leung
Uber Taxi
Have your say