From Fortune Magazine:

Uber had a great week with strong earnings and a full-year profit for the first time ever. A high-priced, star-studded ad will run during the Super Bowl for its Uber Eats service. Uber believes in the power of celebrities on social media to make the ad worth it. The ad plays on a “memory” theme as celebrities joke about memory lapses. Uber has rebounded after struggling during the pandemic, with the cost-cutting extended into last month.

The 60-second Super Bowl ad is star-studded and expensive at $7 million for 30 seconds. Uber thinks it is worth it due to the power of celebrities on social media to amplify the ad’s message. The ad plays on a “memory” theme as celebrities joke about memory lapses.

Despite the cost, Uber sees the Super Bowl ad as a good investment due to the celebrities’ social media presence. The ad uses humor and plays with a “memory theme” as Usher, Jelly Roll, and the Beckhams experience comedic memory lapses. The ride-hailing giant has rebounded after getting crushed during the pandemic.

Uber announced that it’s shutting down Drizly, the alcohol-delivery business it acquired for over $1 billion in 2021. The closure comes as Uber focuses on its primary Uber Eats platform and amid the company’s continued revival after facing severe pandemic-related challenges.



Read more: Uber CEO explains why Super Bowl ad is worth the money