A fleet of vintage taxis is rolling through Auckland with a mission: to bring people back into the heart of the city. As part of a creative campaign titled Straight to the Heart, local agency Motion Sickness has launched free one-way rides into the central business district, encouraging residents to rediscover a centre whose foot traffic has declined due to remote work habits and economic caution.
Commissioned by Heart of the City, the business association representing Auckland’s downtown, the campaign is anchored by a two-minute “infomercial” style film featuring a charismatic singing cab driver. Playful and nostalgic, the spot evokes retro taxi ads and takes viewers from a whimsical fairytale setting straight to the busy streets of Auckland.
Sam Stuchbury, founder and executive creative director of Motion Sickness, said the idea came naturally. “London has black cabs, New York has yellow taxis — now Auckland has Straight to the Heart. We wanted to lean into that quirky, old-school charm, the type of commercial that feels warm, a bit unusual, and instantly memorable.”
Three vintage-style taxis now operate across nearby suburbs, where residents are most likely to avoid the CBD. Wrapped in bold campaign visuals, the cars are designed to be impossible to miss. They function as both transportation and mobile advertising, inviting Aucklanders to hail them spontaneously on the street.
Each driver was selected not only for their experience, but for their connection to the city. Dipa, one of the campaign’s drivers, said the role resonated deeply: “I’ve spent ten years driving through every corner of Auckland — I’ve seen laughter, tears, late-night moments. Now I get to show people the city’s hidden gems again.”
According to Motion Sickness creative director Will Macdonald, the campaign was created as a physical, real-world experience rather than a digital activation. “We didn’t want an app or a booking link. We wanted the moment to feel spontaneous — you’re out with a friend, you see the taxi, and suddenly your night takes a different turn. That’s the magic.”
Straight to the Heart is part of a broader effort to support downtown revitalisation. Earlier this year, Motion Sickness partnered with Heart of the City on Restaurant Month, and developed the experimental Karangahape Returns project, which blended art, retail and urban storytelling.
Heart of the City CEO Viv Beck says this latest initiative removes the barriers that often discourage people from visiting the centre. “No parking stress, no planning required — just an easy, joyful nudge to reconnect with the heart of Auckland. It’s about rediscovery, connection, and a little bit of surprise.”
The campaign runs across radio, social media, out-of-home placements and street-level activations, with subtle hints revealing where the taxis might appear next. For now, the activation is limited — but demand suggests it could return.
