Yes, I DiDi

British filmmaker Jim Hosking, known for his surreal and offbeat films such as The Greasy Strangler, directed “Yes, I DiDi”, a recent advertising campaign for the Australian rideshare company DiDi. The campaign launched in Australia and New Zealand, aiming to position DiDi as a convenient and safe way to move through the night while encouraging users to embrace spontaneity.

The campaign follows a group of friends attempting a “legendary night out,” guided by a recurring character named Nudgy, a flute-playing figure who intervenes at key moments to encourage the group to continue their night. Each scene is connected by DiDi rides, demonstrating the brand’s promise of accessibility and ease of travel.

Hosking’s approach emphasizes surreal, episodic storytelling, a style consistent with his previous work, making the campaign visually distinct from typical rideshare advertising. According to reports, unbranded clips from the campaign were widely shared on social media prior to the official release, accumulating over 50 million views and generating significant audience interest.

The campaign’s key message - to “say yes” to experiences - aligns with DiDi’s brand positioning, highlighting both convenience and the potential for memorable social experiences. Hosking’s direction aimed to make the ad memorable through its unusual visuals and narrative approach, targeting a primarily young adult audience in Australia and New Zealand.