DiDi has launched the second instalment of its ‘Yes, I DiDi’ campaign via Sunday Gravy.
The single-shot spot captures the “endless energy” of an Australian summer and follows a successful first chapter centred on a character named Nudgy.
“Summer is when we all switch-off – it’s the most joy-filled, spontaneous time of year where we can just say ‘yes’ to everything,” said Tim Farmer, CMO of DiDi ANZ.
“We wanted to bottle that feeling of an Aussie summer – no big voiceovers, no glossy filters. Just an authentic shot that captures all the glorious excess of summer, with affordable rideshare making it possible – all set to a summer anthem.”
The ad was designed to cut through the flood of overproduced seasonal campaigns, reminding Aussies that they can do more this summer with DiDi’s affordable trips.
Ant White, founder and CCO of Sunday Gravy, said the concept was all about simplicity and storytelling.
“We wanted to make the most low-fuss ad of the high-fuss season. One frame, yet fascinating and engrossing in its own way,” he said.
“The result is a strange but unmistakably DiDi take on advertising in the silly season: raw, real, and a little bit messy.”
Sunday Gravy will roll out the integrated campaign across TV, digital, social, POS and PR.
Credits:
Agency: Sunday Gravy
Client: DiDi
Production: OOFT Studios
Music composition: Electric Sheep