Uber Eats has been slowly simmering a deliciously unhinged theory: what if football was never really about football at all, but a carefully orchestrated plan to sell food? From Matthew McConaughey’s original “Football Is For Food” hypothesis to time-warping Super Bowl moments and Bradley Cooper stepping in as the sport’s most passionate defender, the so-called “food-ball” evidence has been piling up for months.
Now, at Super Bowl LX, the debate reaches its biggest stage yet. And for the first time ever, Uber Eats isn’t just asking fans to watch the conspiracy unfold, it’s inviting them to help build it.
The Ultimate Face Off
Airing in the second quarter, this year’s Big Game spot brings Matthew McConaughey back to lay out his case once more, facing off against Bradley Cooper in a full-blown showdown over football’s true purpose. Joining the fray is Parker Posey, whose arrival pushes the rivalry into delightfully chaotic territory as the theory reaches its most unhinged peak yet. Watch below:
“Jumping into this Super Bowl spot with Uber Eats was such a fun surprise,” said Parker Posey. “They’ve created this whole football-and-food conspiracy that’s been building, and you’re either part of it or you’re questioning everything. I loved stepping in alongside my old friend Matthew and adding to the fun, because once you start looking at game day through the food lens, it becomes its own game — and why not? It was a silly good time.”
“I’ve been saying it all along: football’s about food,” said McConaughey. “Sure, they want us to think game day is only about what happens on the field, but what it’s really about is the snacks and tasty treats on the table. While I appreciate Cooper’s willingness to debate the facts, the evidence has been accumulating for years. This Super Bowl, that rivalry finally gets settled. Or at least… served.”
Bradley Cooper, meanwhile, isn’t backing down. “For me, football has always been about more than just the game, it’s the experience, the community, and of course, the food,” he said. “From the buzz of a tailgate to hanging out with friends, food is a huge part of what brings people together. That doesn’t mean football is food — but I’ll admit, the overlap is suspicious.”
After all:
What’s it called when a quarterback runs? A scramble.
Who’s the 49ers mascot? Sourdough Sam.
And why does the Hall of Fame look a lot like a juicer?
Build Your Own Super Bowl Commercial
For the first time ever, Uber Eats is taking the conspiracy off the screen and into fans’ hands with Build Your Own Super Bowl Commercial, an interactive in-app experience that lets viewers create their own version of the ad in real time inside the Uber Eats app.
By building their own “bowl,” fans can unlock alternate scenes, discover new pieces of evidence, and tap into surprise cameos from familiar faces including Addison Rae, Amelia Dimoldenberg, Tramell Tillman, Sauce Gardner, Sourdough Sam, Jerry Rice, Pork Chop Womack, and more — alongside McConaughey, Cooper, and Posey.
With more than 1,000 possible commercial combinations and over 40 unique pieces of “food-ball” evidence, Uber Eats is pushing Super Bowl advertising beyond a single spot, turning it into something fans don’t just watch, but actively control.
“I love how you can build your own Uber Eats Super Bowl commercial this year,” said Addison Rae. “You can cast me in your customized ad, unlock surprises, and see how wild it gets. I can’t wait to see what fans create — and what snacks everyone ends up ordering.”
Just like ordering with Uber Eats: you choose what you want and it gets delivered, with the option to score an exclusive deal on your next order while supplies last.
“What makes this so fun is that fans become part of the story,” added Tramell Tillman. “One tap changes everything. You’re not watching the conspiracy — you’re running it.”
Celebrating at Home in San Francisco
Uber is also bringing the conspiracy to life across San Francisco throughout Super Bowl weekend.
On Friday, February 6, Uber will host The One Party, a members-only Uber One event featuring a performance by GRAMMY-winning artist Olivia Dean with special guest Shaboozey.
Fans can also dive deeper into the theory at the NFL Super Bowl Experience at Moscone Center North and South from February 3–7. The activation includes immersive evidence rooms, interactive games, giveaways, exclusive content from the Build Your Own Super Bowl experience, and plenty of foodie photo moments — all designed to pull fans deeper into the delicious debate.
Football may be over after the final whistle, but the foodspiracy is just getting started. And we’re so happy it did.
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
For more Super Bowl coverage, click here.
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