By Audrey Kemp, LA Reporter

February 7, 2023 | 3 min read

What do Diddy, Haddaway and Ylvis have in common? They’ve all been tasked with creating a jingle for Uber One in Uber’s Super Bowl LVII spot.

Ride-sharing service Uber is bringing not one but several earworms to the Big Game on February 12, from Kelis’ 2003 single Milkshake to the unforgettable 2013 internet sensation, What Does the Fox Say by Norwegian duo Ylvis.

A 60-second spot, titled ’One hit for Uber One,’ presents a ridiculous hypothetical situation, in which Uber One asks Sean ’Diddy’ Combs to come up with a hit single for Uber One, a membership program that offers both Uber rides and Uber Eats. “Diddy don’t do jingles,” he retorts.

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Suddenly, Diddy takes on a producer role, bringing in a number of unforgettable one-hit wonders into the studio, including Donna Lewis (I Love You Always Forever), Kelis (Milkshake), Haddaway (What is Love) and others. Each of them re-imagines their unforgettable singles as a promotion for Uber One.

The spot was created by the agency Special US and produced by Biscuit. It will air during the second quarter of Super Bowl LVII. For more information about Super Bowl LVII, take a look at The Drum’s ad scoreboard.

According to a spokesperson for Diddy, the rapper and producer is also a consummate marketer who is using this moment to introduce Combs Global as well as integrate his own Love Records, Ciroc Vodka and DeLeon Tequila.


Agency: Special US

Production: Biscuit

Director: Andreas Nilsson

Partner/managing director: Shawn Lacy

EP: Holly Vega

Head of production: Sean Moody

Producer: Andrew Travelstead

Production supervisor: Ryan Bishop

Stills production: 31 Mile

Photographer: Peter Yang

Producer: Nik Atkins

Edit: Exile

Editor: Katie Turinkski, Jacob Schulsinger, Nate Gross

Executive producer: Jennifer Locke

Producer: Brian Schimpf

VFX: Pariah

Color: Trafik

Music: Walker

Mix: Eleven

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