Jim Hosking's latest will have you asking "What DiDi I just see?!"
The ride‑hailing service, with agency Sunday Gravy, encourages Aussies and Kiwis to say yes to social situations, by way of a mischievous, flute-playing oddity named Nudgy.
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Credits
View on- Agency Sunday Gravy/Windsor
- Production Company Hooves
- Director Jim Hosking
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Credits
View on- Agency Sunday Gravy/Windsor
- Production Company Hooves
- Director Jim Hosking
- Executive Producer John Pace
- Editing The Editors
- Editor Mark Burnett
- Music & Sound Design Electric Sheep
- Creative Lead Max Kennedy
- Creative Lead Sam Whatley
- Chief Creative Officer Ant White
- Producer Renae Begent
- Art Director Sam Lukins
- DP Jeremy Rouse
- Colorist Fergus Rotherham
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Sunday Gravy/Windsor
- Production Company Hooves
- Director Jim Hosking
- Executive Producer John Pace
- Editing The Editors
- Editor Mark Burnett
- Music & Sound Design Electric Sheep
- Creative Lead Max Kennedy
- Creative Lead Sam Whatley
- Chief Creative Officer Ant White
- Producer Renae Begent
- Art Director Sam Lukins
- DP Jeremy Rouse
- Colorist Fergus Rotherham
Somewhere between the part of your brain that spawns nightmares and the one that tickles your funny bone sits this latest spot from ride-hailing service DiDi... and it’s more than happy to bounce between the two.
Directed by Jim Hosking, he of The Greasy Stangler infamy, and conjured from the creative (and clearly disturbed) brainboxes of agency Sunday Gravy, Yes, I DiDi invites viewers to embrace the 'yes', even if it means chomping down gross-looking hotdogs, having a bar-boogie with a poodle, or following a flute-playing oddball named Nudgy.
Spots that lean this hard into kookiness can often feel forced, but here Hosking ramps things up to such a degree that you can’t help but be swept along by the slightly grimy, seriously gripping charm of the bizarre world he creates.
Built from modular vignettes crafted for social slicing and looping, this strategy allows the brand to flood feeds with micro-moments that feel as weird as they are watchable.
"While it may look slightly insane, and it did take an extremely brave client in Tim Farmer to back the campaign," explains Sunday Gravy Co-Founder and CCO, Ant White. "Every element has been meticulously crafted to build brand distinctiveness through a new design system. From sonic branding to the creation of Nudgy as a repeatable character, our goal is to stand out and stick in people’s minds."
"Nudgy’s world has been crafted with intent," add creative leads, Max Kennedy and Sam Whatley. "From costume design and heavy prosthetics to set design and original music, every detail is deliberately tactile so it stands out in a world increasingly dominated by automation."
