Uber · 2026
Uber Taxi:The Sixth Sense
Executive Creative Director · Japan
Superpower V2: live tracking as a modern sixth sense. Yo Oizumi knows exactly when his taxi arrives: because the app does.
Problem
Japanese taxis are already trusted and loved. The challenge wasn't convincing people taxis are good: it was showing Uber Taxi upgrades the experience without replacing what people love: professional drivers, reliable cars, high standards.
Solution
The platform evolved into The Sixth Sense: a TVC starring Yo Oizumi and Yuri Tsunematsu, where Oizumi appears to sense his taxi's location and arrival: revealed as Uber Taxi's real-time tracking. Comedy makes a practical feature emotional, memorable, and culturally familiar. Cut down to :30 and :15, and rebuilt again as a vertical social edit, PR interview, and behind-the-scenes film.
Results
Launched June 3, 2026 on Uber's official YouTube with TV from June 4 across Kanto, Kansai, Nagoya, and Fukuoka: :30 and :15 TVCs, making-of, interviews, and social. It extends a growth story where Uber Japan's gross bookings grew more than tenfold since 2021, across all 47 prefectures and 1,000+ taxi-company partnerships.
タクシーの位置が、パッと見える。
Know it's coming.
01: The Sixth Sense :30
Yo Oizumi senses exactly where his taxi is: the reveal: live tracking.
02: The Sixth Sense :15
The power moment undercut: the taxi arrives before he can finish.
03: The Sixth Sense :06
The live-tracking reveal reduced to its sharpest six-second ending.
05: PR interview
The campaign explained by the people who built it.
06: Behind the Superpower
Japanese and global teams turning a feature into a feeling.
07: Turning Live Tracking Into a Superpower
The campaign story carried through launch and PR.
Results
04: Social vertical
The idea rebuilt for the feed.