Uber Taxi: Superpower 2
Global strategy → Concepts built for Japanese culture.
A Japanese launch campaign that turned Uber Taxi’s live tracking feature into a modern “sixth sense,” showing that knowing exactly when your taxi arrives makes every ride feel more controlled, calm, and effortless.
Problem
In Japan, taxis are already trusted, familiar, and culturally embedded. Street hailing feels natural because people know the rules, recognize the service quality, and see little reason to change behavior.
The challenge was not to convince people that taxis are good. They already believe that.
The real challenge was to show that Uber Taxi makes the taxi experience better without replacing what people already love about Japanese taxis: professional drivers, reliable cars, and high service standards.
For non users and hesitant users, the app needed to feel less like a foreign behavior and more like an upgrade to an existing habit.
Solution
We evolved the original “Master Your Ride” / 「タクシーを、思いのままに」 platform through the world of Superpower, dramatizing Uber Taxi’s functional benefits as small but meaningful powers in everyday life.
For V2, the campaign focused on live tracking.
Instead of explaining the feature as technology, the TVC turned it into a human and comedic behavior: Yo Oizumi appears to sense exactly where his taxi is and when it will arrive, as if using a “sixth sense.” The reveal is simple: he is using Uber Taxi’s real time tracking in the app.
Results
The campaign launched on June 3, 2026 through Uber’s official YouTube, with TV airing beginning June 4, 2026 across Kanto, Kansai, Nagoya, and Fukuoka. It extended across 30 second and 15 second TVC versions, making of content, official interview content, and Uber Japan social channels.
The work helped continue Uber Taxi’s broader growth story in Japan, where Uber Japan reported that gross bookings had grown more than tenfold since 2021 and Uber Taxi was available in all 47 prefectures through partnerships with more than 1,000 taxi companies.
Uber Taxi: The Sixth Sense TVC :30
A 30 second TVC starring Yo Oizumi and Yuri Tsunematsu that turns Uber Taxi’s live tracking feature into a comedic “sixth sense.” As Oizumi confidently predicts the taxi’s location and arrival timing, the film reveals the real power behind his intuition: Uber Taxi lets riders see their taxi’s location and ETA in real time.
The spot makes a practical product benefit feel emotional, memorable, and culturally familiar. It shows that Uber Taxi does not replace the Japanese taxi experience. It upgrades it with more certainty, control, and calm.
Uber Taxi: The Sixth Sense TVC :15
A shorter cut of the campaign where Oizumi’s dramatic attempt to sense the taxi’s arrival is undercut by the taxi arriving before he can finish his “power” moment. The 15 second version keeps the same core message: with Uber Taxi’s live tracking, riders already know what’s coming.
Uber Taxi: The Sixth Sense:
6 “Uber Ending”
Uber Taxi: The Sixth Sense Social Vertical
Key Visuals and OOHs:
Know It’s Coming
A visual OOH execution that dramatizes Uber Taxi’s live tracking feature as a simple everyday superpower. The rider appears calm and confident while the taxi’s location is visually connected to the app interface, making the benefit instantly clear: you can see where your taxi is and know when it will arrive.
Message:
Uber Taxi gives you more control over the taxis you already trust.
Behind the Superpower
A behind the scenes film showing how the campaign transformed a practical app feature into a cinematic and comedic performance. The making of content highlights the collaboration between the Japanese and global creative teams, the detailed performance direction, and the careful balance between product clarity, humor, and human warmth.
Turning Live Tracking Into a Superpower
A PR content piece explaining how Uber Taxi’s live tracking feature became the creative center of the campaign. Rather than presenting tracking as a technical function, the work reframed it as a feeling: the confidence of knowing exactly where your taxi is and when it will arrive.
