A sequel that turns shopping into a chase
Uber Eats Japan has released the second instalment of its ‘Eh?!’ value campaign, created with Special and EssenceMediacom Japan. The 30-second hero film, directed by Junpei Kojima via AOI Pro., brings back actor Akihiro Kakuta as a shopper who cannot finish his errands because strangers keep telling him the same thing.
One voice becomes two, then a crowd chases him through the streets. When he finally gets home, his wife is already relaxing because she ordered everything on Uber Eats.
One rational promise, repeated until it becomes social proof
The strategy is as disciplined as it is silly. Rather than adding a new hook, the campaign doubles down on the promise from phase one: Uber Eats matches in-store prices across a wide range of items. The film makes that claim feel like social proof by having character after character repeat it, until the message itself becomes the action.
Ai Suzuki, Head of Marketing at Uber Eats Japan, said the goal is to show busy consumers that everyday convenience is now priced the same as a store run, and to make that feel relatable and accessible. Lisa Fedyszyn and Jonathan McMahon, Chief Creative Officers at Special, said the work is “literally shouting the benefits of Uber Eats from the rooftops.”
For performance marketers, the campaign is a useful reminder that utility-led messaging does not have to be dry. In a delivery market where consumers often assume convenience costs more, closing the price-perception gap is the business problem. The creative chooses humour to overcome disbelief, a strong fit for a market where the team has flagged that too-good-to-be-true pricing needs cultural validation.
Why this matters now
Delivery apps have spent years acquiring users with discounts, which trains customers to wait for the next deal. Uber Eats is testing a different lever: price transparency, not promotion. If the message lands, it changes the reason to order from reward-seeking to everyday routine. That is a bigger retention opportunity than a short-term voucher.
What you can lift from the campaign
If you have a functional benefit that lowers a purchase barrier, do not hide it behind vague brand feeling. Find one phrase, give it to a familiar face, and repeat it in escalating situations. The framework here is:
- One claim: same price as in-store.
- One repeated line: “It’s the same price as in-store on Uber Eats!”
- One escalating device: a crowd chase that makes the claim impossible to ignore.
- Full-funnel distribution: hero film, 15-second edit, social, contextual creative, OOH, online video and digital audio.
The lesson is less about production scale and more about message discipline. Rational offers can be funny, and humour can carry a performance message when every asset repeats the same line.
Source: Campaign Brief
