Super Bowl LX: From App to Endzone

You thought the debate was settled. Turns out, it was only getting started. Hungry for the truth?

Uber Eats has been cooking up a cheeky conspiracy asking one bold question: what if football is really a ploy to sell food? From Matthew McConaughey's " Football Is for Food " theory to time-bending Super Bowl moments and Bradley Cooper stepping in to defend the sport itself, the "food-ball" evidence has stacked up.

Now, at Super Bowl LX, the debate hits the world's biggest stage-and for the first time ever, we're giving fans the power to join in on the conspiracy and build their very own Super Bowl commercial in real-time.

The Ultimate Face Off

Airing in the second quarter, this year's spot features Matthew McConaughey returning to lay out his case, while going head-to-head with football's biggest defender, Bradley Cooper , alongside Parker Posey as the unhinged rivalry reaches its peak.

"Jumping into this Super Bowl spot with Uber Eats was such a fun surprise," said Parker Posey. "They've created this whole football-and-food conspiracy that's been building, and you're either part of it or you're questioning everything. I loved stepping in alongside my old friend Matthew and adding to the fun, because once you start looking at game day through the food lens, it became its own game, and why not?! It was a silly good time."

"I've been saying it all along: football's about food," said McConaughey, "Sure, they want us to think game day is only about the play on the field - but what it's truly about is the snacks and tasty treats on the table. While I applaud that Cooper wants to debate the facts, the overwhelming evidence has been piling up for years, and this Super Bowl, the rivalry between us is going to be settled. Again, I appreciate him defending the game, but the guy just doesn't see the full picture yet, and to be fair, the evidence is getting hard to ignore…"

• What's it called when a quarterback runs? A scramble.
• Who's the 49ers mascot? Sourdough Sam.
• What does the Football Hall of Fame look like? A juicer.

"For me, football has always been about more than just the game - it's about the experience, the community, and of course, the food," said Bradley Cooper. "From the buzz of a tailgate to hanging out with friends, food is a huge part of what brings us together."

In case you missed them, you can catch the teases here.

Build Your Own Super Bowl Commercial

For the first time ever, Uber Eats is taking the conspiracy beyond the big screen with Build Your Own Super Bowl Commercial - an in-app experience that lets viewers create their own version of the ad in real time right in their Uber Eats app. See HERE for more on how it works and the experience.

• By building their own 'bowl' in the Uber Eats app, fans can discover alternate scenes of evidence, unlock new characters, and tap into surprising cameos from familiar faces including Addison Rae, Amelia Dimoldenberg, Tramell Tillman, Sauce Gardner, Sourdough Sam , Jerry Rice, Pork Chop Womack , alongside ad stars Matthew McConaughey, Bradley Cooper and Parker Posey.
• With 1,000+ possible unique commercial combinations and 40+ different pieces of evidence adding to the food-ball conspiracy, Uber Eats is pushing Super Bowl advertising beyond a single spot - turning it into something fans don't just watch… they build and control.
• 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.

"I love how you can build your own Uber Eats Super Bowl commercial this year," said Addison Rae. "You can cast me in your customized ad alongside some incredible other people and unlock surprises. I can't wait to see everything fans come up with and, most importantly, what snacks everyone is ordering for the big game."

"What I love about Uber Eats' Build Your Own Super Bowl is how it brings fans directly into the story," said Tramell Tillman. "You're not just watching a commercial, you're pulling the strings. One tap changes the storyline, unlocks something new, and suddenly, you're in on the whole delicious conspiracy. It's smart, it's fun, and it turns the app into the main character."

Take a sneak peak of the ads you could create here and here . Fans can start building their own Super Bowl commercial now in the Uber Eats app here .

Celebrating in our hometown of San Francisco

• The One Party: Uber will kick off Super Bowl weekend on Friday, February 6 in Uber's hometown of San Francisco with The One Party. Returning for the fourth year, the Uber One members-only event will feature a performance by GRAMMY-nominated artist Olivia Dean , along with special guest, Shaboozey .
• NFL Super Bowl Experience: We're bringing the conspiracy debate IRL at the NFL Super Bowl Experience at Moscone Center North & South, Tuesday, Feb 3-Saturday, Feb 7. With immersive evidence rooms, cast content from our BYSOB experience and this year's ad, interactive games, giveaways, and foodie photo moments, fans can dive headfirst into the conspiracy-and leave hungry for the truth.