Bestads Best of the Week: DiDi’s ‘Yes, I DiDi’ via Sunday Gravy, Australia
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is DiDi’s ‘Yes, I DiDi’ created by Sunday Gravy, Australia.
The spot was selected by this week’s guest judge Hunter Fine, Group Creative Director, Mischief, New York.
“Well seems like this client just gave the creative team keys to the affordable car and let them run wild. Sure I think it could have been much shorter and the main actor could have rehearsed his dialogue more, but well hot damn, they sure went for it and I applaud that,” says Fine. “I’m finding myself watching it over again just to see what they got away with. Despite the gratuitous creative masturbation of short-person weirdness, when you look at the overall message, it says something that could be memorable: You can have more weird nights out because this car service is affordable. So it’s not totalllllllly random, ya know.”
In a time when it’s easier than ever to say no to going out, DiDi launched a bold new campaign via independent creative agency Sunday Gravy, designed to encourage Australians and Kiwis to say yes more, all thanks to DiDi’s more affordable rides. At the heart of the ‘Yes, I DiDi’ campaign is Nudgy, a mischievous, flute-playing character who shows up right when you’re about to call it a night. Directed by acclaimed UK filmmaker Jim Hosking, the launch film is a surreal trip: a hazy and slightly unhinged memory of a night out, where a group of friends are lured from scene to scene by Nudgy and a string of DiDi rides. Hosking’s absurdist visual style gives the film a tone that’s both unsettling and unforgettable.
Read Hunter’s full review here.
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