The Super Bowl has become about far more than football. Even if you’re not a sports fan — like me — you’re likely still tuning in for the commercials and the halftime show, and attending a Game Day party to enjoy some seven-layer dip.
Yesterday, Uber Eats announced that it’s teaming up with Matthew McConaughey for its Super Bowl commercial again, with the Academy Award-winning actor returning to screens to try to convince audiences nationwide that football was invented to sell food. But this year, the food delivery platform is also introducing a never-before-seen format for a Super Bowl commercial: the ability to build your own spot.
Starting February 3, Uber Eats users can design their own Super Bowl commercial by selecting from a variety of celebrity-inspired options in the food delivery app. The platform’s customizable commercial features far more than just McConaughey; you’ll also spot Bradley Cooper, Addison Rae, Parker Posey, Tramell Tillman, Sauce Gardner, Sourdough Sam, Jerry Rice, Pork Chop Womack, and one of my favorite food-focused celebs, Amelia Dimoldenberg, in the lineup.
As a comedian and the host of Chicken Shop Date, an online show in which she interviews celebrities during the course of a “date” at a variety of chicken nugget shops across London, Dimoldenberg’s career has been built on a foundation of food and its relationship with comedy. Unsurprisingly, in the Build Your Own Super Bowl Commercial spot, Dimoldenberg tells Food & Wine that her role was “to eat chicken, which is my usual role, across the board.”
This marked the comedian’s first appearance in a Super Bowl commercial, and she notes that “I was thrilled to be a part of it, and also as a genuine customer of Uber Eats, as someone who doesn’t cook at all, it just aligned so well with my actual hobby of ordering food.”
If you’re wondering how Uber Eats lets customers create their own commercial or how it fits so many famous people into one opportunity, the reality is simpler than it sounds. Log in to the delivery app and head to the section titled “Super Bowl LX” at the top of the screen. On the following page, you’ll see an option to “build your own Super Bowl commercial.”
Once you opt to design your own commercial, you’ll be given a variety of celebrity-inspired “menu” options to choose from. You’ll pick more than one item, and the offerings are divided into categories like “for the table” or “sweets and savories.”
After choosing between items like Addison’s Diet Pepsi, Amelia’s Chicken, and Parker’s Pancakes — which don’t represent actual foods you’ll be ordering, so there’s no need to base your selections on what you really want to eat — you’ll receive a personalized Super Bowl commercial in your email inbox that’s been customized according to the celebrity items you chose in-app. So if you selected Addison’s Diet Pepsi, it’s a safe bet to say she’ll make an appearance in your commercial.
If you want to order like Dimoldenberg, she confirms that chicken is one of her go-tos for delivery. More specifically, she tells us that “I’ve recently been ordering quite a lot of Nando’s, which is what we have in the UK. Like chicken burgers or chicken wraps.”
But here’s the best part: Once you design your own Super Bowl commercial, you won’t just receive the custom video clip. You’ll also get a discount code for up to 50% off orders of $15 or more (capped at $10), making ordering a little more budget-friendly this Super Bowl Sunday.
