Uber Eats taps into meme culture for Charli XCX ad

Uber Eats’ fifth consecutive Super Bowl commercial features pop star Charli XCX and lifestyle icon Martha Stewart. The results tap into the fast moving meme culture of our time.

The campaign, developed by Uber Eats' agency of record, Special U.S., was directed by Jim Jenkins of O Positive. In the 60-second spot, Charli XCX and Stewart engage in playful banter, participating in TikTok's ‘We Listen and We Don't Judge’ trend.

Stewart admits she initially thought Charli XCX's name was ‘a Wi-Fi password’, to which Charli responds that she expected Stewart to ‘handle the catering’. The ad also features Charli XCX breaking down American football in club terms, comparing the quarterback to a DJ and the defensive lineman to a bouncer. 

The ad follows Uber Eats effort with Matthew McConaughey in which he touts the idea that American football is all a conspiracy to make people hungry. McConaughey portrays the ‘inventor’ of the sport, as well as the founder of the NFL’s Buffalo Bills, with former players Mike Ditka and Peyton Manning.

Flashbacks include the development of the ‘pigskin’ nickname to ‘make people crave bacon’ and the formation of a team made ‘over a plate of Buffalo wings, of course’.

Our take

Uber Eats' seemingly endless marketing budget has brought in big names like Robert De Niro and Kim Kardashian for its promotional campaigns. Securing a Super Bowl ad slot is no small feat, with a 30-second spot reportedly costing around $7 million.

Last year, the brand went viral with a teaser featuring Jennifer Aniston, Usher, Jelly Roll, and Posh & Becks, proving its knack for tapping into cultural moments. This year, they blend nostalgia with modern trends. McConaughey channels the past with a performance reminiscent of his iconic ‘Wolf of Wall Street’ scene.

Meanwhile, its Charli XCX ad capitalises on a viral TikTok trend while appealing to both the Brat Summer crowd and Martha Stewart fans alike.