Robert De Niro revives Taxi Driver character Travis Bickle in huge money deal
ROBERT de Niro is reviving his legendary Taxi Driver character as the face of Uber’s new advertising campaigns.
The Oscar-winning actor played troubled New York cabbie Travis Bickle in Martin Scorsese’s 1976 movie.
De Niro will once again utter Bickle’s immortal line ‘You talkin’ to me’ — only this time from behind the wheel of an Uber in a series of ads being filmed this week in London.
The 80-year-old is regarded as one of the finest actors of his generation.
He has won two Oscars, for The Godfather Part II and Raging Bull.
He was nominated for an Oscar for his depiction of Vietnam vet Bickle, who takes the job of a graveyard shift cab driver to cope with his depression and acute insomnia.
The Uber campaign is De Niro’s latest foray into advertising.
He has already fronted lucrative telly ads for Warburton’s bread and the Kia Nero car after undergoing several divorces and separations from the mothers of his children.
In April, De Niro became a father for the seventh time when his girlfriend Tiffany Chen gave birth to a daughter, Gia.
A source said of the Uber campaign: “It’s a great idea. Taxi Driver is one of the most iconic films of all time. But he’ll certainly get some stick for it too.
“A lot of people feel like some of these classic films are his best work, and signing up to commercials is selling out a bit, but obviously he’s had a very expensive personal life.
“He’s going to be Travis Bickle, saying some phrases and playing up to it. His previous adverts have shown he has no problem poking fun at himself.”
Insiders say the brand hopes to add famous passengers as cameos in the series of ads.