This Super Bowl film asks a question that no consumer would ask themselves, but every consumer would find hilariously memorable: “If it was delivered with Uber Eats, does that mean I can EATS it?”

As a brand, calling yourself “Eats” makes a whole lot of sense if you’re delivering a burger and fries, but a whole lot less sense when you deliver batteries or light bulbs or diapers.

We brought this confusion to life with a range of celebrities that would help us connect with every corner of culture. Jennifer Coolidge, Trevor Noah, and Cousin Greg “eats-d” all kinds of things that you shouldn’t. Gwyneth Paltrow even takes a bite of her infamous “This Smells Like My Vagina” candle, something we don’t recommend.

Launching as an online food delivery service, and after years of a highly effective “Tonight I’ll Be Eating” campaign, when people see Uber Eats they think…Eats. Which was great, until Uber Eats wanted to tell everyone that they now deliver pretty much anything you could think of, from food to not food.

Each of the talent brought their own flair and following to the spot. For this reason, you’ll spot celebrities like Nicolas Braun, who’s known as the hilarious Cousin Greg in the hit HBO series Succession. You’ll also see Gwyneth Paltrow biting into a particularly flavored candle. The “This Smells Like My Vagina” candle is an internet favorite product made by Gwyneth’s own company, Goop. That small bite acted as a perfect spark to help set Twitter ablaze.