“Yes, I DiDi” Returns for Summer with a One-Frame Commercial via Sunday Gravy
Following the huge success of the original “Yes, I DiDi” campaign, DiDi and Sunday Gravy have launched a new instalment just in time for summer – a single-shot celebration of everything that makes an Aussie summer, well, summer.
The new spot takes a refreshingly simple approach. “Shot” in one continuous frame, it’s packed with the sights, sounds, and spirit of the season. The beaches, the mates, the ice creams, the beers, the flies, and the tunes. No edits. No cuts. Just one unbroken, joy-filled moment that captures the endless energy of an Australian summer with DiDi.
“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” he added.
The ad was designed to stand out from the flood of over-produced seasonal campaigns by stripping things back to something more authentic and memorable. It’s designed to serve as a reminder that with DiDi’s cheap trips, Aussies can do more this summer in a time that’s usually tough on the wallet.
Ant White, Founder and Chief Creative Officer 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.
Agency: Sunday Gravy
Client: DiDi
Production: OOFT Studios
Music composition: Electric Sheep
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