Japanese actor Masaki Suda said in a promotional video released June 20 [1] that he struggles with navigating directions.
The admission provides a rare glimpse into the personal challenges of one of Japan's most prominent stars, highlighting how a common cognitive struggle can impact a high-profile professional schedule.
Suda shared these details during a promotional appearance for a S.RIDE taxi-app commercial [1]. He said he has a poor sense of direction, noting that he frequently becomes lost even when attempting to return home [1].
"I am bad at (checking) the way," Suda said [1]. He said his disorientation is a persistent issue, stating, "I must have a poor sense of direction. I lose my way on the way home" [1].
Because he anticipates getting lost, Suda said he spends a large amount of time verifying his current location, his destination on a map, and his surroundings [1]. This process of constant confirmation is time-consuming and, according to Suda, hinders his ability to manage his busy schedule [1].
Suda said he wants a speedy solution to his navigational difficulties [1]. The actor's struggle with spatial awareness serves as the central theme for the S.RIDE commercial, positioning the taxi-app as a tool for those who find traditional navigation overwhelming [1].
“"I lose my way on the way home."”
By associating a high-profile celebrity with a relatable human flaw, the S.RIDE campaign leverages 'celebrity vulnerability' to market its service. Suda's admission transforms a common frustration into a marketing opportunity, suggesting that ride-hailing technology is an essential utility for those with spatial disorientation rather than just a luxury convenience.
