Uber Eats and Special U.S. are doing something most brands can’t resist undoing: staying with an idea. Three national spots into their “Football is for Food” conspiracy campaign, they’re still finding new ways to make the absurd feel true—and the familiar feel fun.
Launched in September 2024, the campaign opened with Matthew McConaughey explaining to Christian McCaffrey that he’s hungry because “you’re watching football. The whole game is basically an elaborate scheme to make you buy more food—and it’s working.” The theory clearly landed. Even the cynical Reddit crowd seemed to enjoy the lunacy.
Uber Eats doubled down with its 2025 Super Bowl commercial, “Century of Cravings,” a time-traveling, celebrity-packed exploration of how football may, in fact, have been invented to make us crave food.
