Uber Eats: This and That

In-store pricing launched in March at about 18,000 stores. By October it covered more than 24,000, and it reached well past restaurant food: groceries, daily goods, baby goods. Part two had to sell that range, with the same face and the same え?.

The guardrails were set early. The stress comes from running store to store, never from the stores, so the film doesn't knock shopping in person. Uber Eats can be persistent but never annoying or scary. And the film says one thing.

The route was called Mission ISPossible. Kakuta heads home through a shopping street, loaded with bags, and everyone he passes tells him the same thing: a delivery partner, a grandpa holding a hamburger, the street's loudspeakers, a woman on a balcony holding up baby formula, a grandmother at her window, even a poodle. This too, same price as the store. Eh?

It snowballs into a crowd of about a hundred people chasing him through the streets. He makes it home, and his wife has already ordered everything on the table: これ全部お店と同じ価格よ (it's all the same price as the store).

Akihiro Kakuta is one third of the comedy trio Tokyo 03, which he formed with Satoshi Iizuka and Akinaga Toyomoto in 2003. They won TBS's King of Conte in 2009, and in 2023 Tokyo 03 received the Minister of Education's Art Encouragement Prize for New Artists in popular entertainment. As an actor, he won the Broadcasting Culture Foundation's acting award and the Tokyo Drama Award for best supporting actor in 2025, for Nippon TV's ホットスポット.

He was the face of the first in-store price film in March, where his only line was え?. Part two keeps him, keeps the え?, and gives him a whole town to run from.

Part one's headline was a question: え？お店と同じ価格で!? Part two answers it by piling on. Every passerby says これも (this too), the crowd chants it, and the voiceover lands the range.

The :30 opens this page. Below are the :15 and the :06 bumper.

The key visuals put two things you'd never expect in one order either side of the bag, one marked あれも (that) and one これも (this): malatang with mint tablets, beer with miso soup, red wine with bleach, and three more.

Wave one went live on 7 September with the partners up front. Ten merchants each got their own food dropped into the え？ frame: Matsuya, Burger King, Gusto, Matsunoya, Lawson, Kappa Sushi, Denny's, Pizza Hut, Origin Bento and Seijo Ishii.

For social, Kakuta plays 絵文字当てクイズ (an emoji guessing quiz): name the in-store-price product from a string of emoji. Greek yogurt comes fast. Lasagna takes him a very long time.

The :30 and :15 went live at midnight on 26 October and on air in Kanto and Kansai the same day, as in-store pricing passed 24,000 stores.

A week earlier, a six-part spin-off had started inside Kakuta's new drama 南田南弁護士は天才肌 (Kansai TV and Fuji TV): 俳優角田は先輩肌 (Actor Kakuta, the senior on set), in which he orders snacks for the crew on Uber Eats, along with a mobile battery and gaffer tape.

Dates come from the presentations, the production deck and Uber Japan's announcement.