See people eat all the wrong things in Uber Eats' Super Bowl ad

Jennifer Coolidge, Trevor Noah and Gwyneth Paltrow are joined by Nicholas Braun and normal people in brand's full spot

Published On
Feb 08, 2022

Editor's Pick

Celebrities, along with plenty of normal folk, eat a lot of strange things in Uber Eats’ full Super Bowl spot, unveiled today.

Last week, the brand teased its sophomore appearance at the game with a series of ads starring Jennifer Coolidge, Trevor Noah and Gwyneth Paltrow chowing down on non-food items, what the brand calls “Uber Don't Eats,” such as lipstick, a makeup brush, a vagina candle and a lightbulb. Now, they’re joined by actor Nicholas Braun, aka “Cousin Greg” from HBO’s “Succession,” and everyday people in a series of snacking moments that include cat litter, dish soap, diapers and more.

The campaign aims to humorously to drive home how Uber Eats delivers more than its name promises.

“We’re using the Super Bowl spot as a really big stage to be able to say, ‘Did you know that we do more than restaurant food delivery?’ Uber Global Executive Creative Director Danielle Hawley told Ad Age.

During a brainstorming session, she shared, “we were laughing about how the elephant in the room was going to be the fact that, like, ‘I could get soap, which was definitely not something I should eat.’ And from there, you know how the creative process works. We uncovered Uber Eats and Uber Don’t Eats and it just sort of, wrote itself.”

Above is the extended version of the 30-second ad running in the second quarter of the game (seen below). The campaign was created out of Special Group U.S. and directed by Jake Szymanski of Gifted Youth.



"We knew we had to embrace the literalness of the brand name in a way that created a humorous logic bomb within culture," said Special Group U.S. Executive Creative Director Dave Horton in a statement. "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," added Executive Creative Director Matthew Woodhams-Roberts.

As part of the campaign, Uber Eats today is introducing a “Big Game Goods” hub on its app, where customers can order Uber Eats and Don't Eats in time for their Game Day gatherings. There, for the first time, Uber Eats customers in Los Angeles and New York will also be able to order Gwyneth Paltrow’s Goop products, including her vagina candle and skincare goods. 

Given the Super Bowl’s timing right before Valentine’s Day, the campaign also includes an additional ad starring Braun promoting yet another hub for the holiday. There, customers can get discounts up to $20 on holiday food delivery as well as Don’t Eats including chocolates, flowers and bath bombs.

“As a fan of Uber, and eating, and bowls, I was thrilled to get to do an Uber Eats Super Bowl commercial,” said Braun in a statement. “I also got to work with the comedic genius, Jennifer Coolidge. Less cool: I had to drink dish soap and eat sponges all day. But I learned a valuable lesson … just because it’s delivered by Uber Eats, does not mean you should Eats it.”

See Uber Eats' 2021 Super Bowl ad and more in Ad Age's Super Bowl Archive.

See the in-game version of the "Uber Don't Eats" ad below.



Feb 09, 2022
Client :
Uber Eats
Agency :
Special Group
Director :
Jake Szymanski
Production Company :
Gifted Youth
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 :
Ecole Weinstein
Global Creative Director :
Natalie Purbrick
Global Head of Social and Influencers :
Suzanne Lindbergh
Director of Global Productions :
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
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
Co CEO :
Cade Heyde
Co CCO :
Tom Martin
Co CCO :
Julian Schreiber
Media :
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
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 Company :
Eleven Sound
Mix / Sound Design :
Jordan Meltzer
Asst Mixer :
Andrew Smith
Asst Mixer :
Marco Tornillo
Executive Producer :
Melissa Elston

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