Uber Eats unveils Goop partnership in Super Bowl ad featuring Gwyneth Paltrow attempting to eat a ‘Smells Like My Vagina’ candle

  • Uber Eats is announcing expanded “Don’t Eats” marketplace and convenience store goods in its Super Bowl ad. 
  • The commercial stars celebrities like Gwyneth Paltrow and Nicholas Braun nibbling on inedible sundries. 
  • The ad marks a partnership with Goop and the launch of new retail hubs on the Uber Eats app. 

Uber Eats wants you to know it’s got you covered for all your needs, be it late-night pizza or a vagina-scented candle from Goop. 

The company is debuting an expanded selection of its “Don’t Eats” convenience store goods and sundries in its forthcoming Super Bowl ad, which features a variety of celebrities biting into Uber Eats orders containing inedible items. Among them is Gwyneth Paltrow, shown nibbling her lifestyle brand’s infamous $75 “Smells Like My Vagina” candle, debuting a newly launched partnership between Uber and Goop. 

“Oh!” Paltrow exclaims, seemingly delighted, after taking a dainty bite. 

The commercial also stars Jennifer Coolidge, Nicholas Braun, and Trevor Noah gnawing on everything from sponges and paper towels to soap and pencils. 

“Thanks to Uber Eats, we don’t even know what food is anymore,” Noah says, deadpan, in the ad. 

Nicholas Braun eating dish soap in an UberEats ad.

Nicholas Braun eating dish soap in an Uber Eats ad.

Uber Eats has put a concerted effort into expanding its non-food verticals in recent years, which now include grocery, alcohol, convenience, and floral arrangements.

“Nearly three million consumers order essentials beyond food each month through Uber Eats,” the company wrote in a blog post earlier this week. “That’s why in our second-ever big game campaign, we’re going long on this growth.” 

In tandem with the Super Bowl ad, Uber Eats is also launching themed retail hubs for the Super Bowl and Valentine’s Day that feature curated items available for delivery through the app. 

Uber Eats is taking a cue from competitor DoorDash, which ran a similarly star-studded ad during last year’s Super Bowl to show off the company’s consumer marketplace offerings. The commercial, which marked the DoorDash’s Super Bowl debut, featured Broadway “Hamilton” star Daveed Diggs as well as several Sesame Street Muppets. 

This will be the second Super Bowl ad for UberEats, following a 2021 spot starring actors Mike Myers and Dana Carvey as their popular “Wayne’s World” characters. 

Watch the full ad here