Some conspiracies by no means die, and Uber Eats needs to maintain its personal alive for no less than one other NFL season.
There’s only one drawback: actor and diehard soccer fan Bradley Cooper is decided to debunk the model’s wild idea that the game was invented to promote meals. Cooper is on a mission to set the file straight, as a result of he thinks the conspiracy overshadowed his beloved Philadelphia Eagles’ victory at Tremendous Bowl 59.
The actor’s beef with Uber Eats, the official supply accomplice of the NFL, involves life in a brand new marketing campaign for the beginning of soccer season. Created by Particular US, the advert will debut on Sept. 14 throughout the NFL’s Sunday Evening Soccer.
The saga started in 2024, when Uber Eats and actor Matthew McConaughey first planted the idea that the whole recreation of soccer and the NFL had been an elaborate scheme to promote extra meals to hungry followers.
The outlandish thought captured folks’s consideration—a lot so, that Uber Eats introduced it to a much bigger stage at this 12 months’s Tremendous Bowl. In its fifth consecutive Large Recreation advert, the model and McConaughey delved into soccer’s historical past, uncovering the covert hyperlink between the sport and the culinary world. Celebrities together with Kevin Bacon, Martha Stewart, and Charli XCX made cameos.
ADWEEK named it one among 2025’s Finest Tremendous Bowl Advertisements.
However the case isn’t closed, and Uber Eats enlisted Cooper, a passionate Eagles fan, to defend soccer’s legacy.
“Final season was all about seeding the conspiracy. This 12 months we needed to permit soccer the chance to defend itself,” Georgie Jeffreys, Uber Eats’ head of selling for North America, advised ADWEEK. “Bradley Cooper is the proper man to defend the game’s honor and problem the idea, all whereas bringing the identical humor and vitality that followers love.”
Within the advert, Cooper goes on a rant debunking Uber’s conspiracy idea, earlier than urging league officers to publicly deny it. The A-list lineup consists of NFL stars Baker Mayfield, Troy Aikman, and Jerry Rice.
Together with the advert, Uber Eats will provide recreation day offers that may reside on a devoted hub in its app.
Successful over followers
To evolve the thought, Uber Eats and Particular US determined to point out followers “each side of this ridiculous conspiracy,” mentioned David Horton, the company’s accomplice and chief artistic officer.
“After the Eagles gained the Tremendous Bowl (and allegedly bought essentially the most wings in NFL historical past), we liked giving Bradley Cooper the duty of defending his birds and soccer at massive,” Horton mentioned.
Up to now, the conspiracy marketing campaign has been a “large win” for Uber Eats, as a result of it “strengthened our place as a go-to for meals supply with loyal and new audiences and gave us the artistic runway to lean even additional into tongue-in-cheek storytelling,” Jeffreys mentioned.
It’s additionally helped hyperlink Uber Eats extra carefully to tradition, she added.
“Our aim is to attach with shoppers in a approach that feels entertaining, related, and unmistakably Uber Eats,” Jeffreys mentioned. “This ties on to our technique of partaking shoppers within the moments that matter, utilizing distinctive creativity and humor to make an affect, whereas reinforcing Uber Eats’ relevance in each particular events and on a regular basis meals moments.”
