Football is for Food - Continued

Uber Eats and Special US are back with the next chapter of their tongue-in-cheek conspiracy campaign, Football Is For Food, first introduced at this year’s Super Bowl. Directed by Jim Jenkins of O Positive, the new instalment picks up in the same boardroom where Matthew McConaughey and a lineup of celebrities originally spun the theory that football was invented as a ploy to sell food. This time, Philadelphia Eagles superfan Bradley Cooper storms in, outraged that his team’s Super Bowl win is being chalked up as nothing more than a marketing stunt for chicken wings and snacks.

Despite Cooper’s impassioned defence of his “Birds” and football itself, the executives remain unfazed, doubling down on the supposed connections between football and food. The film kicks off a season-long campaign rolling out across TV, digital and social, complete with new “evidence” and cameo appearances from NFL icons including Jerry Rice, Troy Aikman and Baker Mayfield. With its playful tone, the work continues to position Uber Eats at the intersection of sports, food and fandom — a “deeply unserious ode to football fans” as the agency puts it — while building on the success of its original Big Game spot.