US Ad of the Day: Diddy works with one-hit wonders in Uber’s Super Bowl ad
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.
Credits:
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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