Uber has unveiled its latest marketing campaign in Hong Kong, ‘Skip The Kung Fu,’ which cleverly plays on the double meaning of the term ‘Kung Fu,’ meaning both martial arts and effort in Cantonese. With martial arts actor Louis Koo at the forefront, Uber demonstrates how its e-hailing service can help residents bypass the struggles of traditional street hailing.
A Battle on the Streets – Metaphorically
The campaign features Louis Koo gracefully navigating through a chaotic Kung Fu-style showdown on the streets of Hong Kong, highlighting the frustration of hailing a traditional taxi. As the chaos ensues, Koo effortlessly e-hails an Uber Taxi, escaping the turmoil with ease and heading towards his destination—symbolizing how Uber Taxi simplifies getting around the city.
Louis Koo teased the campaign on social media with a cryptic message saying he was “saying goodbye to Kung Fu for good.” Fans were relieved to learn that it was the wasted effort of finding a taxi, not his martial arts legacy, that he was leaving behind.
A Cinematic Masterpiece
The campaign was developed in collaboration with independent creative agency Special and directed by Kung Fu specialist Adam Liu, along with stunt coordinator Jack Wong. The cinematic standoff was filmed in the bustling heart of Causeway Bay, ensuring an authentic feel that resonates with Hong Kong audiences.
Lauren Portelli, Managing Director of Special, expressed her enthusiasm:
“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.”
Creative Directors at Special, Sarah Parris and Dan O’Connell, added:
“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.”
A Passion Project for the People of Hong Kong
For Uber Taxi, this campaign is not just a marketing effort but a reflection of their commitment to providing an effortless, hassle-free experience for the people of Hong Kong.
Toga Leung, Uber’s Head of Marketing, shared:
“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.'”
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A Citywide Campaign and Massive Giveaway
Uber’s ‘Skip The Kung Fu’ campaign is a multimedia effort, spanning television, online platforms, social media, and out-of-home advertising. To further engage the community, Uber will be distributing HK $1,000,000 worth of promotional discount cards on the streets of Hong Kong, offering residents even more reason to choose Uber Taxi over traditional street hailing.
About Uber
Uber is a global ridesharing service that operates in hundreds of cities around the world. By connecting riders to drivers through its mobile app, Uber provides an efficient and reliable transportation solution. Uber Taxi specifically offers e-hailing services that streamline the traditional taxi-hailing experience, delivering convenience at the tap of a button.
