Uber Eats drops an A-lister mega load for Superbowl

Uber Eats Superbowl advert is a who’s who of family-friendly celebrities.

You're likely aware that Uber Eats delivers food, but did you know it also delivers other essential items? 

Recognising that customers often overlook its range of services, the delivery platform launched a star-studded Super Bowl ad on 6 February, urging viewers to remember its offerings—even if it means forgetting something else.

The one-minute commercial from Special Group, kicks off with Friends favourite Jennifer Aniston, receiving an Uber Eats bag from her on-set assistant. Surprised by the contents, including a bouquet and bottle of lotion, the assistant remarks, "I didn't know you could get all this stuff on Uber Eats." Aniston quips back, "Well, you know what they say: In order to remember something, you've got to forget something else."

The ad then transitions into a series of vignettes featuring various celebrities and everyday individuals. David and Victoria Beckham attempt to recall the name of the girl group Victoria was once part of (incorrectly guessing "Cinnamon Sisters?"), while unpacking items from an Uber Eats bag. Rapper Jelly Roll forgets about his face tattoos, and David Schwimmer, another Friends alum, receives a befuddled response from Aniston when he appears on set with a puzzled, "Have we met?"

Alongside these celebrity encounters are scenes of ordinary people forgetting basic facts, such as the presence of peanuts in peanut butter or the need to wear pants to work.

Concluding with a compelling message, the ad prompts viewers: "Whatever you forget, remember Uber Eats gets anything," before closing with a humorous scene of this year's halftime performer, Usher, forgetting his own performance while sitting backstage.

Our take

The zeitgeisty hallmarks of the modern advert are all here in spades: reliability, light self-deprecating humour, references to internet memes (the Beckham’s spoofing David’s hilariously blunt ‘Columbo’ moment), and regular people in everyday scenarios. It’s surprising then, that such a big budget creativity-by-committee ad missed the mark with its peanut allergy gag, which prompted an (equally zeitgeisty) X backlash.

All-in-all however, it’s the kind of crowd-pleasing fodder that will get people talking during the Superbowl’s many, many advertising breaks. It also smartly draws attention to an untapped utility for the Uber Eats brand, differentiating it from the increasingly crowded food-on-demand market.

Visually, meanwhile, Uber continues its mastery of visually up-to-the-minute, expensive-looking celebrity cameos, as seen in its Uber One campaign, covered last October.