Uber Eats Taps Conspiracy Culture in "Hungry for the Truth" Super Bowl LX Campaign

Feb. 10, 2026

In this year’s Uber Eats Super Bowl spot (airing nationally in the 2nd quarter), Matthew McConaughey, football’s ultimate food-ball theorist, returns to lay out the case, and goes head-to-head with football’s biggest defender, Bradley Cooper, alongside Parker Posey as the conspiracy reaches its chaotic peak.

But this year, we’re doing more than showing the ad, we’re letting fans build their own. 

Launching nationwide in the Uber Eats app on Tuesday, February 3, Uber Eats is taking their conspiracy beyond the big screen with the first-ever Build Your Own Super Bowl Commercial in-app integration— a fan-driven, customizable experience where viewers can build their own version of the ad in real time.

Just like building a burrito bowl, fans can add new scenes of evidence (aka ingredients), discover characters, and tap into new cameos from familiar faces including Addison Rae, Amelia Dimoldenberg, Tramell Tillman, Sauce Gardner, Sourdough Sam, Jerry Rice, Pork Chop Womack alongside our ad cast Matthew McConaughey, Bradley Cooper and Parker Posey.

Build Your Own Super Bowl by the numbers:

• 9 talent cameos (and 1 beloved NFL mascot)
• 5 teams and 18 current/past NFL players referenced as further evidence
• Over 1,000 possible commercial combinations 
• 40+ unique food and football connections
• 36+ hours of content playing into the foodball conspiracy for viewers to watch

With Build Your Own Super Bowl, Uber Eats is pushing Super Bowl advertising beyond a single spot — turning it into something fans don’t just watch… they build and control. And just like ordering with Uber Eats: you pick what you want, and we deliver it, along with the chance to score an exclusive deal on your next order, while supplies last