Jennifer Coolidge and Gwyneth Paltrow Question the Concept of Food in Uber Eats Super Bowl Spot

Nearly three million consumers order essentials beyond food delivery each month through Uber Eats. That’s why in Special US’ second-ever Super Bowl campaign, Uber is betting big on this growth. The new spot highlights Uber’s extended offerings for delivery of everything from grocery and convenience to alcohol, flowers, retail, and more. 

The star-studded spot features Jennifer Coolidge, Gwyneth Paltrow, Trevor Noah and Nicholas Braun as they bite into their Uber Eats orders, which contain everything from lipstick, to lightbulbs, to paper towels and more. Confused, they wonder, “what even is food anymore?”

Equal parts shock value and humour, the campaign, 'Uber Don’t Eats' was created by Special US. The agency was asked to launch Uber Eats’ non-food delivery services by creating a viral spot that would push well beyond the 30-second ad in the second quarter. Dave Horton and Matthew Woodhams-Roberts, executive creative directors at Special US, led the creative efforts behind the campaign, which includes a Twitter teaser campaign, digital video, social media endorsements and outdoor ads. The Super Bowl campaign will extend with a Valentine's Day execution and another round of ads during NCAA basketball in March. 

The Super Bowl spot, 'Confused,' is led by actress Jennifer Coolidge, who humorously ponders whether the aluminium foil in her Uber Eats bag is meant to be eaten. “If it was delivered with Uber Eats, does that mean I can eats it?” she asks. Quick cuts cover a range of everyday folk and celebs gnawing on non-edibles, including Succession’s Nicholas Braun downing dish soap, Paltrow’s cameo, and The Daily Show host Trevor Noah, who proclaims “and thanks to Uber Eats, we don’t even know what food is anymore.” 

Dave Horton and Matthew Woodhams-Roberts, executive creative directors at Special US: “We had so much fun with the challenge that is explaining to people that Uber Eats delivers more than just Eats now. We knew we had to embrace the literalness of the brand name in a way that created a humorous logic bomb within culture. To tackle the conundrum, we assembled an elite team of hilarious, up-for-anything humans who we knew would make it clear that just because it’s delivered by Uber Eats doesn’t mean you can always Eats it.” 

Georgie Jeffreys, head of Uber Eats marketing, US and Canada: “After our Super Bowl debut in 2021, we’re thrilled to return for year two with a campaign that highlights everything you can order on Uber Eats - even if you can’t eat it. With millions of consumers ordering essentials beyond food delivery each month, we continue to remain hyper-focused on expanding into new verticals and offerings, and extending that narrative through our marketing efforts. Our Super Bowl campaign places our ‘Don’t Eats’ at the heart of the creative with a humorous twist thanks to our star-studded cast.”