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Creative Celebrity Endorsement Grocery

Uber Eats stretches the boundaries of edibility in star-studded Super Bowl spots


By John Glenday, Reporter

February 2, 2022 | 2 min read

Uber Eats is demonstrating an alternative use case for leftover pandemic toilet paper in a Super Bowl spot featuring the likes of Gwyneth Paltrow, Jennifer Coolidge and Trevor Noah.

Super Bowl

Uber Eats is using the spots to showcase its non-food deliveries

The trio of stars throw edibility conventions out the window for the humorous spot as they tuck into toilet paper, lipstick and a makeup brush after confusing non-food items with their groceries.

Actress and singer Coolidge leads the way by tucking into some lipstick, declaring that it “tastes like Pop Tarts!” A helpful onscreen disclaimer reminds viewers that the items in question are ‘prop food,’ adding: ‘Do not eat lipstick.’

Raising the deep question of whether you can eat anything delivered from Uber Eats, the campaign also sees Paltrow dig into a scented candle with the observation: “This candle tastes funny. Not bad, but funny.”

Also in on the joke is South African comedian Noah, who chows down on some deodorant for your entertainment.

The comedic shorts highlight Uber Eats’s foray into non-food deliveries as ‘Uber Don’t Eats,’ even if the household items shown are arguably more edible than haggis.

Brands such as Rakuten have been busy preparing their Super Bowl spots in good time for kick-off.

Creative Celebrity Endorsement Grocery

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