Uber Hong Kong launches Gareth T campaign via Special

Uber Hong Kong has launched a new campaign starring Cantopop singer-songwriter Gareth T, highlighting the time riders have between booking a car and its arrival.

Created by Special, the campaign introduces the platform Keep Doing What You Do, which positions arrival-time certainty as a key benefit of booking through the ride-hailing service.

“As Hong Kong's ride-hailing category matures, Uber's focus has shifted from competing with street-hailing to demonstrating the broader benefits of e-hailing. This new platform shows how the certainty of knowing when your ride will arrive gives people the freedom to make the most of every minute,” said Celia Garforth, Special Chief Strategy Officer Asia.

Campaign builds on Gareth T song

The hero film is based on Gareth T’s song 早到的u (Your Ride Is Here), in which an Uber's arrival interrupts a romantic confession.

In the campaign, Gareth has three minutes to complete the confession before his ride arrives. Sweetshop director Jesse James McElroy directed the film, which features the singer levitating above a restaurant, singing in the rain, and wielding a sword.

"It was a lot of fun to build on a song about Uber that Hong Kong already knew and loved. Rewriting it with renowned Hong Kong lyricist Wyman Wong, and turning it into an Uber campaign was delightfully meta.

"Underneath it all is a simple benefit: when you know when your ride is expected to arrive, those three minutes are yours to use however you want," said Lisa Fedyszyn and Jonathan McMahon, Special Chief Creative Officers.

Uber Mobility Hong Kong head of marketing Toga Leung said the campaign reflects how much Hong Kong consumers value efficiency.

“This shift in strategy comes at the perfect time for Uber Hong Kong. At its core, this platform and the launch campaign speak to a cultural value that resonates so strongly with Hongkongers: efficiency and the smart use of time. And working with such a cultural star like Gareth T was the perfect way to launch.”

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Campaign rolls out across multiple channels

Two additional films show other riders using the three minutes before their Uber arrives. One features a woman spending time with her cat, while the other follows a father switching off appliances before his family leaves for the airport.

"This platform opens up endless opportunities for entertainment. We loved exploring all the real - and completely ridiculous - things Hongkongers suddenly have ‘just enough time to do’ before their Uber arrives… especially the art of cat huffing," added James Sexton and Harry Neville-Towle, Creative Directors, Special.

The campaign includes a 60-second hero film, supported by 30- and 15-second edits, social content, contextual creative, out-of-home, online video and digital audio.