Uber Eats is heading back to the Super Bowl for the sixth straight year and it’s not changing the playbook. Instead, the brand is doubling down on one of its most successful platforms yet, reviving Football Is For Food for 2026.
The latest chapter rolls out with three new teasers that expand Uber Eats’ ongoing NFL conspiracy universe, once again led by Matthew McConaughey as the campaign’s resident “food-ball” theorist. This time, he’s squaring off directly with Bradley (Go Birds!) Cooper, who has been positioned as football’s most determined defender since joining the campaign earlier this season.
Directed by Steve Rogers through Biscuit Filmworks, the trio of teasers leans fully into absurdity. In one spot, Cooper is mid-jog through a quiet suburban neighborhood when McConaughey pulls up in a pickup truck and aggressively shouts “food” in his face. Watch below:
Another stages a mock philosophical debate using finger puppets, with McConaughey’s miniature alter ego ultimately converting Cooper’s.
A third teaser widens the conspiracy even further, as McConaughey interrogates Sourdough Sam, the San Francisco 49ers mascot, over football’s alleged culinary origins.
Created by Special US, the work continues a platform that proved to be one of Uber Eats’ most culturally sticky ideas to date. Rather than treating the Super Bowl as a standalone spectacle, the brand has built Football Is For Food into a season-long comedic universe, allowing jokes, characters, and debates to evolve over time.
That long-term thinking has paid off. What began as a simple insight about food cravings peaking during NFL broadcasts has grown into a recurring cultural conversation, with last year’s Super Bowl spot serving as a high-water mark rather than a finale.
Now, Uber Eats is signaling that the joke isn’t over. Instead of resetting creatively for the Big Game, the brand is treating Super Bowl LX as just another chapter, further cementing Football Is For Food as a franchise rather than a one-off gag.
And judging by the return of McConaughey, Cooper, and the increasingly unhinged logic of the conspiracy, Uber Eats is more than happy to keep feeding it.
CREDITS:
BRAND – Uber Eats
- Vice President: David Mogensen
- Executive Creative Director: Danielle Hawley
- Executive Creative Director: École Weinstein
- Head of Marketing: Georgie Jeffreys
- Head of Marketing: Liza Keller
- Marketing Manager: Faria Jabbar
- Social Manager: Lexi Levin Mitchel
- Head of Communications: Becky Katz Davis
- Communications Manager: Claire Schatz
- Product Manager: Colin Jones
- Developer: Tim Bogatchev
- Designer: Junghoe Hwang
AGENCY – Special Group USA
- Chief Executive Officer: Kelsey Hodgkin
- Chief Creative Officer: Matthew Woodhams-Roberts
- Chief Creative Officer: Dave Horton
- Executive Creative Director: Patrick Burke
- Group Creative Director: Alice Blastorah
- Group Creative Director: Josh Hacohen
- Associate Creative Director: Santiago Miculitzki
- Associate Creative Director: Tommy Woods
- Creative Director: Toby Kennedy
- Creative: Robert Cuff
- Creative: Reuben Hower
- Creative: Nate Able
- Designer: Elena Sanchez
- Head of Production: Endy Hedman
- Executive Producer: Nat Bricker
- Managing Director: Lily Waters
- Group Account Director: Bella Timar
- Account Director: Sarah Newton
- Account Supervisor: Bridget Derraugh
- Executive Producer: Antonio Burnett
- More
AGENCY – Special Australia
- Chief Creative Officer: Julian Schreiber
- Chief Creative Officer: Tom Martin
- Creative Director: Will Winter-Irving
- Creative Director: Joe Ranallo
- Technologist: Laurent Marcus
AGENCY – DEPT® US
- Client Partner: Viktor Bezic
- Project Manager: Tom Longo
- Project Manager: Hayley Stellings
- Developer: Greg Wakefield
- Developer: Alejandro Reinel
- Data Manager: Robbie Soper-Dyer
MEDIA AGENCY – PHD U.S.
PRODUCTION COMPANY – Biscuit Filmworks
- Director: Steve Rogers
- Founder: Shawn Lacy
- Executive Producer: Holly Vega
- Head of Production: Sean Moody
- Producer: Emily Skinner
- Production Supervisor: Jennifer Berry
- Director of Photography: Daniel Landin
- Production Designer: Shane Valentino
- 1st AD: Peter Jackson
- Costume Designer: Sandra Amador
- Costume Designer: Christina Blackaller
PRODUCTION COMPANY
- Director: William Stefan Smith
- Executive Producer: Laura Regan
- Producer: Brendan Garrett
- Production Supervisor: Samuel Miller
- Director of Photography: Kai Saul
- 1st AD: Boma Penebaker
- Makeup Artist: Morgan McDonnell
- Hair Stylist: Leah Rutledge
POST / VFX – Company 3 LA
- Colorist: Tom Poole
- Producer: Nick Krasnic
POST / VFX – Pariah
- VFX Supervisor: Urs Furrer
- Flame Artist: Steve Wolff
- Flame Artist: Jameson DeSantis
- Flame Artist: Chris DeCristo
- Flame Artist: Baran Baryburt
- Flame Artist: Sam Kolber
- Flame Artist: Ruben Llusia
- Flame Artist: Danielle Fowler
- Producer: Andrew Rosenberger
- Head of Production: Persis Reynolds
- Executive Producer: Michael Steinmann
- Managing Director: Mark Tobin
EDIT – EXILE
- Editor: Matt Murphy
- Editor: Zaldy Lopez
- Editor: Rex Lowry
- Edit Assistant: Melanie Newton
- Edit Assistant: Jonathan Rogers
- Edit Assistant: Quinn Else
- Head of Production: Taylor Rousseau
- Managing Director: CL Kumpata
- Executive Producer: Jennifer Locke
- Producer: Lucia Villalta
MUSIC/SOUND – Walker Music
- Managing Director: Sara Matarazzo
- Executive Producer: Dottie Scharr
- Music Producer: Danielle Soury
- Music Producer: Caroline May
MUSIC/SOUND – Eleven Sound
- Sound Mix: Jordan Meltzer
- Sound Mix: AJ Murillo
- Sound Mix: Marco Tornillo
- Music Producer: Sean Kiely
- Partner: Jeff Payne
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