Uber Taxi: Switch Up feat. Rei©hi

Eaters to Riders is Uber's campaign for turning Uber Eats customers in Japan into Uber Taxi riders, and this was its third year. The audience already has the app on their phone and uses it for food. The job was to make them notice that the same app books a taxi, and to move them from never having tried it to wanting to.

The idea behind every year of the campaign stays the same: the switch at the top of the app, Eats to Taxi in one tap. This year it needed a form people would remember without being told.

So the switch became a hook. Instead of explaining that one app does both, the campaign hands people a line to sing: EatsからTaxi, switch up, switch up. Every verse moves from something you order to somewhere you go next.

It was planned and released the way a single is: a teaser first, then the music video, then the cutdowns and a Spotify spot, all under Rei©hi's name.

Rei©hi (pronounced Reichi) is a rapper from Habikino, Osaka, born in 2000. She started rapping in 2016, and three months later she was on BAZOOKA!!! High School Rap Championship, where her battle with Chanmina got people talking. She made her major-label debut on avex in February 2018, just before she finished high school, with the mini album JKはブランド.

Her 2019 track Excuse Boy spread through dance videos on social media and passed three million streams by March 2021. UCHIRA was the August opening theme of TBS's CDTV Saturday, and in December 2025 she performed on Red Bull 64 Bars. She has more than 95,000 followers on Instagram.

The rule for the film was to put Uber inside her world. It's her track, her styling, her crew and her grillz.

Takuto Shimpo has won MTV VMAJ Best Group Video (2020), Best Video Director at the SPACE SHOWER MUSIC AWARDS (2021) and MTV VMAJ Best Video of the Year (2021). His music videos include Official髭男dism's Laughter, Awich and Kroi, and his commercial work includes Union x Nike Dunk and Nissan Aura.

We recommended him because he art directs his own work. On a campaign built to look like a record release, that meant the film and the artwork came out of one hand and read as the same drop.

The chorus carries the whole brief, and the film shows the Eats and Taxi buttons on the beat, so the line and the button become the same memory.

The key visual is built like a record cover: Rei©hi holding both halves of the app, an Uber Eats bag in one hand and a toy Uber Taxi in the other, under the line ひとつのアプリで、EatsもTaxiも. It's cut for Instagram, X and YouTube, and for Uber's own push and in-app messages, each one carrying the offer.

Before the premiere, a seven-second vertical teaser: three quick cuts, the Uber logo and a time, 4 November, 12:00 PM. No artist name on screen, so the premiere did the reveal.

The full video runs 72 seconds, horizontal and vertical. It moves between home and the city: sushi with friends, ramen at the counter, a session in the studio, a pizza night, then the taxi and the street. The Eats and Taxi buttons drop in on the beat, and it ends on the campaign line, ひとつのアプリで、EatsもTaxiも.

A 26-second vertical cut from the shoot. The crew and the cameras stay in frame, from the kitchen set to the Uber Taxi on the street at night.

The 30- and 15-second films carry the launch offer: 99% off your first two Uber Taxi rides, up to ¥2,500 each. Both come in horizontal and vertical.

The shortest cut keeps the hook, the switch and the offer.

A 30-second audio spot built from the track, for people listening on Spotify, with the key visual as its in-stream image.

Dates come from the presentations and the delivered files.

Picked from the comments under the music video on Instagram and TikTok in its first two days.