UBER EATS TURNS EVERYDAY SHOPPING INTO A COMEDY CHASE IN NEW JAPAN VALUE CAMPAIGN

Uber Eats has launched the second phase of its popular ‘Eh?!’ campaign in Japan, highlighting its in-store pricing initiative through a humorous new advert starring comedian Akihiro Kakuta. Developed with Special and EssenceMediacom Japan, the campaign aims to demonstrate that consumers can access a wide range of products at the same prices as in-store.

Uber Eats is doubling down on its message of everyday value in Japan, unveiling the second instalment of its successful ‘Eh?!’ campaign with a humorous new advertising push designed to show consumers that convenience no longer comes at a premium.

Created in partnership with Special and EssenceMediacom Japan, the integrated campaign once again features popular comedic actor Akihiro Kakuta, best known as a member of the comedy trio Tokyo 03. The latest work builds on the momentum of the first phase, placing a spotlight on Uber Eats’ in-store pricing initiative and extensive product selection.

At the heart of the campaign is a 30-second hero film produced by AOI Productions and directed by Junpei Kojima. Drawing on a distinctly Japanese sense of humour, the advert transforms a routine shopping trip into an increasingly chaotic and entertaining adventure.

The film follows Kakuta-san as he embarks on a multi-stop shopping journey after work. As he makes his way between stores, strangers begin informing him that products on Uber Eats are available at the same prices as they are in physical shops. What starts as a simple piece of advice quickly escalates into a city-wide phenomenon, with an ever-growing crowd enthusiastically chasing him through the the time the exhausted comedian finally reaches home, the punchline is revealed. His wife is already relaxing after having ordered everything they need through Uber Eats, eliminating the need for the lengthy shopping expedition altogether.

According to Uber Eats Japan, the campaign is intended to resonate with busy consumers looking for practical ways to save time without paying more for everyday essentials.

“The aim of this campaign is to show busy consumers across Japan that Uber Eats offers an extensive selection of products at the same prices as in-store,” said Ai Suzuki, Head of Marketing at Uber Eats Japan. “Building on the first phase of the campaign, we hope to bring this new level of everyday convenience to life through the humorous reactions of Kakuta-san from the comedy trio Tokyo 03.”

Suzuki added that the company wants consumers to see delivery as both accessible and relatable, allowing them to receive the products they need quickly while benefiting from price parity with physical retailers.

For Special’s Chief Creative Officers, Lisa Fedyszyn and Jonathan McMahon, the campaign’s appeal lies in amplifying a message that initially seems too good to be true.

“Hamburger grandpa gets it. Balcony baby formula woman gets it. Heck, even that poodle gets it,” they said. “Now, we hope Kakuta-san and all of Japan get it too.”

The creative leaders described the campaign as an extension of the much-loved ‘Eh?’ platform, using exaggerated reactions and escalating comedy to communicate a straightforward consumer benefit. They added that the campaign is effectively “shouting the benefits of Uber Eats from the rooftops” while maintaining the entertaining tone audiences have come to expect.

Supported by a 15-second edit and social media content, the latest campaign combines humour, cultural insight and a universal truth: when a deal sounds too good to be true, people often need to hear it more than once before they believe it. In Uber Eats’ latest effort, that disbelief becomes the joke itself.