Gwyneth Paltrow Ate Her Vagina Candle For Uber Eats' Super Bowl Commercial

Remember Gwyneth Paltrow’s iconic “This Smells Like My Vagina” candle? Described as having a “funny, gorgeous, sexy, and beautifully unexpected scent,” the candle sparked an internet uproar when the actor-slash-entrepreneur began selling it on Goop for $75 in early 2020. It sold out immediately, though Paltrow later told Jimmy Kimmel she created and named it “as a joke,” claiming the candle isn’t “really supposed to smell like a vagina.” But does it taste like a vagina? In Uber Eats’ new Super Bowl commercial, Paltrow took a bite and found out for herself.

Ahead of the full commercial’s release, Uber Eats released several teasers for its Super Bowl LVI ad campaign, which also features Jennifer Coolidge and Trevor Noah, on Feb. 2. In Paltrow’s six-second clip, the Marvel star lounges on a sofa and holds the infamous candle while an Uber Eats bag rests on a coffee table. She proceeds to bite and chew the candle and exclaims, “This candle tastes funny. Not bad, but funny.” Realizing it doesn’t taste like a body part, Paltrow learns an important lesson: You can order seemingly anything on the Uber Eats app, but just because the brand has the word “eat” in its name doesn’t mean you can chow down on anything you order.

Coolidge’s teaser clip finds the White Lotus actor going through a paper bag of items she ordered from Uber Eats when she comes across a tube of lipstick. Confused, she asks, “Lipstick delivered with Uber Eats?” and then eats the beauty product. “It tastes like purple,” she exclaims before reaching into the bag for her next non-food snack. Coolidge pulls out a makeup brush, quickly bites off its bristles, and chews them as she says, “I love this! Oh my God!”

Other commercial previews from the campaign feature Noah chilling in his living room with an Uber Eats bag. In one clip, the comedian grabs a stick of deodorant from the grocery bag and starts eating it, appearing clearly dissatisfied with its taste. Hanging in the same spot, another video sees Noah intrigued by a box of light bulbs. After licking the metal end of one, he turns it around and confidently bites the glass bulb, which shatters in his mouth, because of course.

Uber Eats premiered the full minute-long commercial on Feb. 8, which advertises the delivery platform’s newest additions: the Big Game Goods Hub for grocery items, Paltrow’s Official Goop Store (available in New York and Los Angeles), and a Valentine’s Day Hub for your romantic needs. In addition to the aforementioned celebrities, actor Nicholas Braun also appears in the campaign on his own as well as alongside Coolidge, who opens the clip by asking, “Wait, if it was delivered with Uber Eats, does that mean I can eats it?”

Following a montage also including Noah, Paltrow, and many other people eating objects they shouldn’t — such as cat litter, sunscreen, diapers, and flowers — the Succession star drinks a mouthful of dish detergent, eats a blue sponge, and then exclaims, “We can’t eats most of this!”

“Yeah, we can’t eats any of this,” replies Coolidge through stressful tears and a mouthful of paper towels. “I just got so excited.”

In a bonus clip featuring a solo Braun, the Zola actor unpacks an Uber Eats order curated with Valentine’s Day necessities. “How about that game? Now let’s talk romance. All your V-Day eats and don’t eats and ooh, maybe-if-you’re-lucky eats can be ordered on Uber Eats,” he says, pulling out a can of whipped cream likely to be used in the bedroom. “This is something for a healthy relationship.”

Next time you order from Uber Eats, remember: If it’s not food, you should probably keep it out of your mouth.