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

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Special US’ star studded spot celebrates Uber's extended offerings for delivery

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.”

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Client

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

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

Agency
Media

Media: MEDIACOM

Production

Production: GIFTED YOUTH

Director: Jake Szymanski

Director of Photography: Ken Seng

Executive Producer: Josh Morse

Producer: Stephan Mohammed

Edit

Edit: THE DEN

: 60

Editor: Katie Cali

Editor: Christjan Jordan

Senior Cutting Asst: Nic Watkins

Senior Cutting Asst: James Bird

EP: Jennifer Mersis

Senior Producer: Jessica Mann

: 30

Editor: Christjan Jordan

Senior Cutting Asst: Nic Watkins

Senior Cutting Asst: James Bird

EP: Jennifer Mersis

Senior Producer: Jessica Mann

VFX

VFX: MOVING PICTURE COMPANY

Creative Director: Claus Hansen

Flame Lead: Claus Hansen

Executive Producer: Karena Ajamian

Producer: Mike Heil

Colour

Colour: MOVING PICTURE COMPANY

Colorist: Dimitri Zola

Executive Producer: Meghan Lang

Producer: Phoebe Torsilieri

Sound

Sound + Mix: ELEVEN SOUND

Mix / Sound Design: Jordan Meltzer

Asst Mixers: Andrew Smith & Marco Tornillo

Executive Producer: Melissa Elston

Genres: Dialogue, Comedy, People

Categories: Retail and Restaurants , Food delivery platform

The Den Editorial, Thu, 10 Feb 2022 10:41:23 GMT