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 to Paltrow’s Goop Vagina candle. Confused, they wonder, “what even is food anymore?”
Equal parts shock value and humor, 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 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.” Watch below:
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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.”
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The Super Bowl campaign will extend with a Valentine’s Day execution and another round of ads during NCAA basketball in March. How Special US got network censors to agree to Paltrow eating the ahem, vagina candle, we may never know.
CREDITS:
CLIENT: UBER EATS
- CHIEF MARKETING OFFICER: Thomas Ranese
- GLOBAL HEAD OF BRAND: Shivram Vaideswaran
- HEAD OF MARKETING, US & CAN: Georgie Jeffreys
- GLOBAL EXECUTIVE CREATIVE DIRECTOR: Danielle Hawley
- GLOBAL CREATIVE DIRECTOR: École Weinstein
- GLOBAL CREATIVE DIRECTOR: Natalie Purbrick
- GLOBAL HEAD OF SOCIAL AND INFLUENCERS: Suzanne Lindbergh
- DIRECTOR OF GLOBAL PRODUCTION: Carey Head
- CREATIVE PRODUCER: Alexis Bley
- CREATIVE PRODUCER: Emily Senecal
- HEAD OF BUSINESS AFFAIRS: Rashad Suarez
- BRAND AND CAMPAIGNS LEAD, US & CAN: Meredith Savatsky
- SENIOR MARKETING MANAGER: Liza Keller
- SENIOR MARKETING MANAGER: Stephanie Laurin
- SENIOR CONSUMER COMMUNICATIONS MANAGER: Lexi Levin Mitchel
- BRAND MEDIA LEAD: Gracie Childress
AGENCY: SPECIAL GROUP US
- EXECUTIVE CREATIVE DIRECTOR: Dave Horton
- EXECUTIVE CREATIVE DIRECTOR: Matthew Woodhams-Roberts
- ASSOCIATE CREATIVE DIRECTOR: Alyssa Cavanaugh
- ASSOCIATE CREATIVE DIRECTOR: Ryan Siepert
- ASSOCIATE CREATIVE DIRECTOR, DESIGN: Alex Lumain
- COPYWRITER: Jon Marshall
- ART DIRECTOR: Kris Wixom
- FOUNDING PARTNER US / HEAD OF STRATEGY: Kelsey Hodgkin
- STRATEGY DIRECTOR: Janet Shih
- ACCOUNT DIRECTOR: Caitlin Miller
- ACCOUNT DIRECTOR: Lindsay Friedgood
- ACCOUNT EXECUTIVE: Molly Dyer
- HEAD OF PRODUCTION: Esther Perls
- EXECUTIVE PRODUCER: Joe Calabrese
- SENIOR PRODUCER: Chelsea Larner
- PRODUCER: Chloe Seitz
- HEAD OF BUSINESS AFFAIRS: LaTanya Ware
- TALENT MANAGER: Matt Delzell
- TALENT MANAGER: Keli Christy
- AGENCY: SPECIAL AUSTRALIA
- CO CEO: Cade Heyde
- CO CCO: Tom Martin
- CO CCO: Julian Schreiber
MEDIA: MEDIACOM
PRODUCTION: GIFTED YOUTH
- DIRECTOR: Jake Szymanski
- DIRECTOR OF PHOTOGRAPHY: Ken Seng
- EXECUTIVE PRODUCER: Josh Morse
- PRODUCER: Stephan Mohammed
EDIT: The Den
- EDITOR: Katie Cali
- EDITOR: Christjan Jordan
- SENIOR CUTTING ASST: Nic Watkins
- SENIOR CUTTING ASST: James Bird
- EP: Jennifer Mersis
- SENIOR PRODUCER: Jessica Mann
- EDITOR: Christjan Jordan
- SENIOR CUTTING ASST: Nic Watkins
- SENIOR CUTTING ASST: James Bird
- EP: Jennifer Mersis
- SENIOR PRODUCER: Jessica Mann
VFX: MOVING PICTURE COMPANY
- CREATIVE DIRECTOR: Claus Hansen
- FLAME LEAD: Claus Hansen
- EXECUTIVE PRODUCER: Karena Ajamian
- PRODUCER: Mike Heil
- COLOR: MOVING PICTURE COMPANY
- COLORIST: Dimitri Zola
- EXECUTIVE PRODUCER: Meghan Lang
- PRODUCER: Phoebe Torsilieri
SOUND + MIX: ELEVEN SOUND
- MIX / SOUND DESIGN: Jordan Meltzer
- ASST MIXERS: Andrew Smith & Marco Tornillo
- EXECUTIVE PRODUCER: Melissa Elston
