Uber Eats now delivers anything, including all kinds of things you can’t eats. That’s confusing, because the name is still Uber Eats. It was a joy working with Special Group to remind everyone that just because you can get it delivered with Uber Eats, that doesn’t mean you can always eats it. The “Uber Don’t Eats” campaign launched on the Super Bowl, with a film featuring a whole lot of very confused people and the message of “Get Anything, Don’t Always Eats It.” From there, we tried to help people navigate this whole new world. More than anything, we just had a lot of fun watching people eat things they shouldn’t eat.

We ran a few teasers leading up to Super Bowl Sunday…proving that if you film Gwyneth Paltrow eating her own candle, you’re going to get some headlines.

Acknowledging the confusion that Uber Eats caused by delivering things that you definitely should not eats was only the first step. Now, we needed to help people through that confusion….which is hard since we’re all still a bit confused. The following films continued the “Don’t Eats” campaign after the Super Bowl.