The Drum Awards Festival - Extended Deadline

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By Webb Wright, NY Reporter

January 31, 2023 | 5 min read

Diddy is most definitely not composing a jingle for Uber’s Super Bowl commercial. But he is apparently going to do what he does best: produce a hit song.

Uber revealed that it’s teaming up with legendary hip-hop mogul and record producer Sean ‘Diddy’ Combs - along with at least two additional music legends who have yet to be named - for an upcoming Super Bowl LVII ad. The Big Game ad will promote Uber One, a membership offering that includes Uber and Uber Eats.

This will mark the ride-sharing service’s third consecutive year making an appearance during the Super Bowl.

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The new teaser shows a trio of nervous-looking Uber marketers sitting in front of Diddy and his magnificent desk, like three underlings approaching The Godfather for a very important favor. They tell him that “a song could really put Uber One on the map,” and Diddy – three Grammy awards gleaming behind him – gives them nothing but a silent stare.

“Diddy don’t do jingles,” a tall man standing beside Diddy tells the Uberlings.

“Of course, Diddy doesn’t do jingles,” one of them responds anxiously. “We just want a hit, though.”

“Diddy does do hits,” his henchman responds. Diddy breaks into a smile. We then see him talking with someone (presumably a well-known artist) on the phone as he gets up and walks away from his desk. “Meet me at the studio,” is all he says.

“As the only global company that helps you go anywhere and get anything, our [Uber One] membership program is the best way to save," says Danielle Hawley, Global executive creative director at Uber. "We want people to remember that, so for this year’s Super Bowl ad we set out to help everyone get Uber One stuck in their heads – and what better way to do that than with a hit song? We paired some of the biggest hitmakers of all time with one of the most esteemed producers in the game to help Uber One catch on.”

The 30-second teaser ad will appear during the NFL Pro Bowl (February 5), the Grammy Awards (also February 5) and NCAA men’s basketball games. Uber's full commercial for Super Bowl LVII is slated to release on February 7.

During last year’s Super Bowl, Uber aired an ad featuring a roster of celebrities including Trevor Noah, Gwenyth Paltrow and Jennifer Coolidge as they demonstrate the dangers of eating “don’t eats” – inedible wares like light bulbs and paper towels which, despite the fact that they can be delivered by Uber Eats, should not in fact be consumed.

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