Jennifer Coolidge eats lipstick and Gwyneth Paltrow takes a bite of her vagina candle. Lil Nas X and Elton John trade outfits as stylish soulmates.

These are among the delightful scenarios that Matthew Woodhams-Roberts and Dave Horton, executive creative directors and partners at Special U.S., have helped to dream up for Uber Eats, as seen in the ongoing “Tonight I’ll Be Eating” campaign starring unexpected celeb duos and this year’s Super Bowl campaign promoting non-edible things you can get delivered.

The latter ranked among this year’s Big Game winners and followed the creatives’ previous game day ad that tapped Mike Myers and Dana Carvey to reprise their iconic “Saturday Night Live” roles as Wayne and Garth of “Wayne’s World.”

Our inaugural Small Agency Creatives of the Year have not only helped to put the delivery platform on the creative map; they’ve also drawn the spotlight to their new shop, founded in 2020 as the stateside spinoff of APAC-headquartered Special Group. The pair, whom Ad Age highlighted as “Creatives You Should Know” more than a decade ago, have delivered big ideas for big brands including Adidas, Netflix, Miller Lite, Pepsi, the NBA and Gatorade.

Between them, they’ve made stops at agencies including TBWA/Chiat/Day New York, Goodby Silverstein & Partners, Y&R and Team One, and have been going strong as a team ever since they first hooked up at 180 L.A. There, they conceived groundbreaking campaigns including Mitsubishi “Live Drive,” which turned an Outlander Sport into a remote-control car that consumers could steer from their keyboards, and Expedia’s “Thrown Back Thursdays” campaign, which turned the #tbt hashtag into a chance for travelers to relive their best memories.