ARCHIVEUber Eats Rewrites Football History in A Century of Cravings
Uber Eats' "A Century of Cravings" is a 2025 Super Bowl campaign created by Special Group U.S. that presents American football as a century-long conspiracy engineered to stimulate food cravings, narrated by Matthew McConaughey and featuring Greta Gerwig, Charli XCX, Martha Stewart, Sean Evans, and Kevin Bacon across a cinematic, surreal extended film and six additional media assets.
The campaign launched in the United States in February 2025 as Uber Eats' activation for Super Bowl LIX, marking the brand's fifth consecutive year purchasing Super Bowl advertising inventory. The creative premise is built on a single irreverent proposition: that football, as an institution, was invented not for sport but to generate the kind of prolonged, communal hunger that only a delivery service can satisfy. Matthew McConaughey serves as narrator and anchor, framing the entire sweep of gridiron history as a construct — a theory that may or may not exist entirely within his imagination.
Special Group U.S. structured the campaign around multiple content layers. At its core sat a 60-second Super Bowl broadcast spot, supported by pre-game teasers, a longer extended cut released across digital platforms, and a limited real-world activation tied to Martha Stewart's Caesar Salad — a product woven into the film's narrative. In the United States, where Super Bowl advertising commands both the largest television audiences and the most scrutinised creative spotlight of the calendar year, the campaign sought to own the food-and-football cultural conversation at its most concentrated moment. The Delivery Services category grows increasingly competitive at this precise cultural juncture, and Uber Eats used the breadth of its celebrity ensemble and the scale of its production to stake a claim that transcends a single broadcast slot. Clapboard rates this campaign 72 out of 100.
Uber Eats operates in a Delivery Services landscape defined by fierce platform competition. In the United States, rivals including DoorDash and Instacart compete aggressively for Super Bowl cultural relevance alongside share of stomach, making the choice of creative strategy — not just media spend — a decisive variable. Special Group U.S. identified an insight that sidesteps product-feature advertising entirely: the ritual of watching football and ordering food is so deeply ingrained in American behaviour that the two feel inseparable, which makes the conspiracy premise feel simultaneously absurd and oddly plausible.
The global online food-delivery market was estimated at approximately US$173.6 billion in 2025 with annual growth of around 10.7 percent, according to Emergent Research. Within that landscape, restaurant-to-consumer platforms represented approximately 68.75 percent of online delivery market composition in 2025, according to Ken Research. These figures anchor why scale advertising — particularly at Super Bowl LIX — remains a rational investment for Uber Eats: the platform competes for habitual behaviour, and habits are formed through cultural presence as much as promotional pricing.
The campaign continues a strategic lineage that Special Group has developed over multiple consecutive years, as reported by Ads of the World. Uber Eats' 2022 Super Bowl campaign, "Uber Don't Eats," featured Gwyneth Paltrow, Jennifer Coolidge, and Trevor Noah in an absurdist format built around inedible objects, per Clapboard's campaign archive. "A Century of Cravings" evolves that platform from single-joke absurdism toward something more cinematic and historically expansive — a shift that reflects both the growing production ambitions of Super Bowl advertisers in the United States and Uber Eats' intention to build a recognisable annual creative voice rather than a series of disconnected executions.
"A Century of Cravings" signals a deliberate elevation in production register for Uber Eats' Super Bowl work. The campaign deploys an ensemble of six named talents — Matthew McConaughey, Greta Gerwig, Charli XCX, Martha Stewart, Sean Evans, and Kevin Bacon — each chosen to represent a distinct strand of contemporary American cultural life, from Hollywood to music to food media, constructing the impression that football's reach into the national appetite is genuinely universal.
The creative architecture moves through time, framing American football history as a series of staged events with craving as their true objective. Matthew McConaughey's narration supplies the conspiratorial register, while the presence of Greta Gerwig — whose directorial currency was at a cultural high point entering 2025 — and Charli XCX, whose "brat" era had defined a significant slice of 2024 popular culture, grounds the campaign in a specific contemporary moment without limiting its nostalgic sweep. Martha Stewart's inclusion ties the brand explicitly to food authority; Sean Evans, best known for the Hot Ones interview format, connects Uber Eats to a distinctly digital-native food audience. Kevin Bacon extends the film's reach into a more classic American celebrity register, as noted in coverage by Campaign Brief Asia, which highlighted the ensemble's tonal range in its February 2025 reporting on the campaign.
The extended cut released on digital platforms after the Super Bowl broadcast functions as a piece of content in its own right, designed to reward engagement beyond the 60-second television window. Production credits for the "A Century of Cravings" broadcast direction are not publicly documented in available sources. Special Group U.S. holds the agency credit, as confirmed by Ads of the World. The seven-asset campaign suite — inclusive of teasers and the Martha Stewart Caesar Salad activation — demonstrates a production scope that treats the Super Bowl moment as the centre of a wider content ecosystem rather than a single airtime purchase.
ARCHIVENo verified third-party performance data for "A Century of Cravings" — including view counts, sales lift, app download uplift, or brand tracking movement — is publicly available at the time of this analysis. Assessment of the campaign's structural effectiveness therefore rests on its creative and strategic construction.
The campaign's durability argument is strongest in its platform logic. As reported by Selfstorming, "A Century of Cravings" represents Uber Eats' fifth consecutive Super Bowl presence, a consistency that compounds brand recognition across the United States in ways a single activation cannot. The conspiracy premise is engineered to travel: it invites debate, lends itself to teaser content, and generates media coverage that extends the campaign's reach well beyond its paid media footprint. Shots covered the campaign positively, highlighting the creative premise and its celebrity execution as a distinguishing factor in a crowded field of 2025 Super Bowl commercials.
In the United States, where Super Bowl advertising is consumed as entertainment and evaluated publicly in real time, the ensemble casting of Greta Gerwig, Charli XCX, Martha Stewart, and Kevin Bacon alongside Matthew McConaughey creates multiple simultaneous audience entry points — a structural hedge against the single-celebrity risk that undermines many Super Bowl spots. The Martha Stewart Caesar Salad activation adds a tangible commercial layer, bridging the film's narrative to an actual Uber Eats order moment. Clapboard scores "A Century of Cravings" at 72 out of 100, reflecting strong conceptual ambition, a well-constructed celebrity ensemble, and a campaign architecture designed for longevity, with marks tempered by the absence of verifiable outcome data and the inherent risk of premise-led advertising in a performance-driven category.
"A Century of Cravings" is Uber Eats' 2025 Super Bowl campaign, created by Special Group U.S. It presents American football as a century-long conspiracy designed to generate food cravings, narrated by Matthew McConaughey and featuring Greta Gerwig, Charli XCX, Martha Stewart, Sean Evans, and Kevin Bacon across seven media assets.
The Uber Eats Super Bowl 2025 commercial features Matthew McConaughey, Greta Gerwig, Charli XCX, Martha Stewart, Sean Evans, and Kevin Bacon. Each talent represents a distinct strand of American cultural life, from Hollywood filmmaking to music, food authority, and digital-native food media, broadening the campaign's audience reach.
Special Group U.S. created "A Century of Cravings" for Uber Eats. The agency has developed Uber Eats' recurring Super Bowl platform across multiple consecutive years, building a recognisable annual creative voice that combines celebrity-led humor with football-and-food cultural associations, as reported by Ads of the World.
"A Century of Cravings" marks Uber Eats' fifth consecutive Super Bowl advertising presence, according to Selfstorming. Previous campaigns include the 2022 "Uber Don't Eats" spot featuring Gwyneth Paltrow, Jennifer Coolidge, and Trevor Noah, establishing an ongoing platform that "A Century of Cravings" extends with a more cinematic and historically expansive treatment.
The concept proposes that American football was invented to manufacture food cravings — a conspiracy theory narrated by Matthew McConaughey that may exist entirely within his imagination. Special Group U.S. uses this premise to connect a century of football history to the habitual behaviour of ordering food during games via Uber Eats.
Clapboard scores "A Century of Cravings" at 72 out of 100. The rating reflects strong conceptual ambition, a well-constructed celebrity ensemble including Greta Gerwig and Charli XCX, and a multi-asset campaign architecture built for longevity, tempered by the absence of publicly verified performance outcome data for the United States market.
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