UBER TAXI LAUNCHES ‘OVER-THE-TOP DISCOUNT’ CAMPAIGN IN JAPAN

Uber Taxi has unveiled “Over-the-top discount” (KOCHO SHISUGITA WARIBIKI), a major integrated campaign by VML & Ogilvy Japan and WPP Media. Targeting young professionals, the initiative offers up to 99% off first-time rides, amplified by comedian Hollywood Zakoshi’s exaggerated humour, positioning Uber Taxi as the smart choice this autumn.  

Uber Taxi is making a bold play for Japan’s urban professionals with the launch of “Over-the-top discount” (KOCHO SHISUGITA WARIBIKI), a new integrated campaign designed to convert traditional street-hailers into first-time app users. Developed by an integrated WPP team comprised of VML & Ogilvy Japan (VOJ) and WPP Media, the initiative arrives as summer’s languid pace gives way to the busier rhythm of autumn, when cooler evenings, more social outings and later returns home reshape commuting habits.  

At the heart of the campaign lies an almost unbelievable promotional offer: up to 99% off first-time rides. Recognising that such a discount might sound too good to be true, VOJ dramatised the message through everyday scenarios familiar to young professionals — late nights at the office, missed last trains and spontaneous evenings out with friends. To ensure the offer resonated, the team enlisted Hollywood Zakoshi, a beloved Japanese comedian known for his exaggerated style, to embody the “over-the-top” nature of the promotion. His signature reactions transform a simple discount into a cultural spectacle, making the campaign impossible to ignore.  

Junkichi Tatsuki, Senior Creative Director at VML & Ogilvy Japan, explained the thinking behind the approach: “Young Japanese professionals are looking for seamless ways to move through the city, especially as the pace picks up after summer. But with Uber and countless other taxi services constantly throwing discounts at them, getting their attention takes more than just another offer. We needed to give them a reason to notice it in the moments that matter.”  

He added: “So, we invited Hollywood Zakoshi, a master of Japan’s finest exaggerated comedy, to give Uber’s discount a distinctly Japanese twist. Using his signature over-the-top reactions, we turned an ordinary discount into an Over The Top Discount – a discount so exaggerated, so unexpected, and so impossible to ignore that you couldn’t help but notice. Instead of simply telling people how much they could save, we let Hollywood Zakoshi make them feel it, at full volume, right at the point when they’re deciding how to get home.”  

Running from 18 September through 24 October 2026, the campaign spans creative strategy, production, media planning and execution. A high-impact Shibuya Station takeover in Tokyo anchors the effort, complemented by dynamic 15-second and 6-second digital video spots across major platforms. These executions showcase relatable scenarios — working late, spontaneous nights out and missed last trains — each punctuated by Zakoshi’s comedic exaggeration.  

By combining a culturally rooted insight with humour that is uniquely Japanese, the campaign elevates Uber Taxi beyond functional messaging into the realm of entertainment. It positions the brand not only as a practical solution for late-night travel but also as a source of joy and surprise woven into everyday life. For Uber, the “Over-the-top discount” is more than a promotion; it is a cultural moment designed to make the app the obvious choice for young professionals navigating the city this autumn.