Uber Eats is delivering things you can’t eat.
In the Uber Eats Super Bowl 2022 spot, actress Gwyneth Paltrow nibbles on a candle associated with the most intimate part of her body.
She’s one of the many celebrities eating things they shouldn’t to remind people that Uber Eats has expanded its offering from merchants to include categories like grocery, alcohol and convenience items among a whole range of things you can’t eat, such as nappies and washing up liquid.
The ad was the most highly rated at the 2022 Kellogg School Super Bowl Advertising Review.
"Uber Eats is the winning ad this year because it had very strong branding and played off its known attributes to leverage its equity in a simple and clear message," said Derek D. Rucker, professor of entrepreneurial studies in marketing at the Kellogg School of Management at Northwestern University.
Uber Eats last year reunited the stars of Wayne’s World during the Super Bowl ad
This year it's Uber Don’t Eats by Special US, working with Special Australia.
Joint ECDs Dave Horton and Matthew Woodhams-Roberts at Special US with joint CCOs Tom Martin and Julian Schreiber at Special Australia, 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 is led by actress Jennifer Coolidge, who humorously ponders whether the aluminum 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 dishwasher liquid, 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".
Head of Uber Eats Marketing, U.S. and Canada Georgie Jeffreys: "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."
Julian Schreiber, CCO Special: “‘It’s so rare a brand is willing to be this self-deprecating on such a huge scale.
“But Uber Eats immediately saw the cut through and understood, it was perfect to announce they now do more than Eats.”
The campaign during advertising's premier event blends digital, influencer and classic advertising creativity.
Uber Eats x Special Super Bowl ‘22 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 US + SPECIAL AUSTRALIA
CEO: Cade Heyde
CEO: Lindsay Evans
CCO: Tom Martin
CCO: Julian Schreiber
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
Creative (social): Shaun McFarlane
Creative (social): Janice Ko
Social Lead: Lachlan Stewart
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
Media :: MEDIACOM
Production : GIFTED YOUTH
Director: Jake Szymanski
Director of Photography: Ken Seng
Executive Producer: Josh Morse
Producer: Stephan Mohammed
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
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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
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