Matthew McConaughey Drives Uber Eats Into Super Bowl Commercial Competition

variety.com:

Brian Steinberg Senior TV Editor Uber Eats is counting on a dizzying array of Matthew McConaugheys to help it make a Super Bowl splash in an ad game that counts two of its many competitors as advertisers.

The transportation and delivery company has crafted a rapid-fire ad in which the actor takes on many different roles across multiple eras to demonstrate that “football is a conspiracy to make us hungry.” Kevin Bacon, Peyton Manning, Martha Stewart, Greta Gerwig and Charli XCX are among the guests who turn up at various points in the commercial. “It was a lot of different scenes, a lot of set changes,” acknowledges Georgie Jeffreys, head of marketing for Uber.

McConaughey, who plays characters in several different time periods as ;’really invested.” So too is Uber, which faces a Super Bowl that will also feature ads from rivals DoorDash and Instacart.

The company sees its food delivery service as an integral part of its business. Touting it during the Super Bowl, says Jeffreys, will “cement our partnership with the NFL, which is always pretty critical for us.” Uber has fast become an expected part of the Super Bowl advertising circus and its commercial on Sunday, February 9 will mark its fifth time as part of the event’s sponsorship roster.