For gamers, the Super Bowl has quietly turned into a content drop that rivals major game showcases. You tune in not just for the score, but for the ads, the memes, and the moments that dominate feeds the next day. Uber Eats clearly understands that mindset, which is why its latest Super Bowl campaign feels less like traditional advertising and more like optional downloadable content you actually want to unlock.

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This year, Uber Eats brought back Matthew McConaughey to continue its ongoing joke that football was invented to sell food. But instead of locking everyone into one cinematic ad, the platform introduced something entirely new: the ability for users to build their own Super Bowl commercial directly inside the Uber Eats app. Starting February 3, fans can head to the “Super Bowl LX” section and customize a commercial that stars the celebrities they choose.

The celebrity roster is deep enough to feel like a crossover event. Alongside McConaughey, users can encounter Bradley Cooper, Addison Rae, Parker Posey, Tramell Tillman, Sauce Gardner, Jerry Rice, and mascots like Sourdough Sam and Pork Chop Womack. One of the most entertaining inclusions is Amelia Dimoldenberg, best known for hosting Chicken Shop Date. Her humor is already rooted in food, so her role in the campaign—eating chicken—feels perfectly on-brand rather than forced.

What makes the feature work is how low the barrier to entry is. You’re not ordering real food while building the commercial, so there’s no pressure to make “correct” choices. Instead, you pick playful, celebrity-inspired menu items like Amelia’s Chicken or Addison’s Diet Pepsi, grouped into categories such as “for the table” or “sweets and savories.” These selections determine which celebrities appear in your personalized video, which then lands in your email inbox.

For gamers, this kind of system feels instantly familiar. It’s cosmetic customization with no downside, similar to choosing skins or emotes. You’re expressing preference, not making a commitment. Uber Eats smartly pairs this interaction with a reward: after creating your commercial, you receive a promo code for up to 50% off an order of $15 or more, capped at $10. That’s a clear incentive loop—engage, customize, get rewarded.

The campaign also taps into how deeply food delivery is embedded in gaming culture. Super Bowl watch parties, ranked grind sessions, and esports streams all rely on delivery to keep things moving. It’s no surprise that Amelia Dimoldenberg herself mentioned she regularly orders chicken and doesn’t cook at all. That authenticity matters, especially to audiences who can spot fake endorsements instantly.

Payment flexibility reinforces the connection. Options like Uber Gift Cards are already popular among gamers as easy gifts, contest prizes, or prepaid ways to manage spending during big events. When combined with interactive campaigns like this, Uber Eats positions itself less as a service and more as part of the experience.

In the end, Uber Eats’ build-your-own Super Bowl commercial shows how advertising is evolving. By borrowing ideas from games—choice, customization, and rewards—it transforms a passive ad into something personal and fun. For gamers, that’s a win, and it sets a new standard for how brands show up on the biggest stage of the year.