vinicius valadão - Uber eats - Looking For Schnitzel (2024)

Insight

Music has always had the power to unite. In 1989, as the Berlin Wall fell, one unexpected voice rose above the crowd: David Hasselhoff, singing “Looking for Freedom.” That moment etched him into German pop culture as an unlikely symbol of unity. But 35 years later, there's still one kind of freedom many Germans haven’t fully embraced: culinary freedom. Despite the rise of delivery services, millions remain unaware of the vast food choices available to them.

Idea

If David could once help unite East and West Germany with music… maybe he could do it again, this time through food. We reimagined “Looking for Freedom” as an anthem for culinary liberation, swapping Cold War nostalgia for hot meals and schnitzel. With a modern twist featuring German rap icon Nura, the song became a tribute to the endless variety available on Uber Eats.

Execution

To bring the idea to life, we launched a 48-hour live-streamed event: the longest Uber Eats commercial ever made. David Hasselhoff, alongside local comedy collective German Humour, performed custom verses of “Looking for Freedom”, now tailored to every imaginable food item on Uber Eats. “If you're looking for Knödel, bestell mit Uber Eats.”

From schnitzel to sushi, döner to dumplings, David sang them all, creating a cultural moment that was nostalgic, hilarious, and undeniably appetizing.

Danke, David.
For bringing us freedom, and now, finally, food freedom too.