Uber Eats: Build Your Own Super Bowl Commercial

The playWhat they did

What most think~~Most brands think the ad's job is to send people to the product.~~

What this play showedUber Eats put the ad inside the product. The app was the channel.

A week before the Super Bowl (American football's championship game), Uber Eats opened a library of alternate scenes from its Super Bowl ad inside its own app. Fans picked "ingredients" to mix their own version, with over 1,000 combinations and cameos from stars like Matthew McConaughey and Bradley Cooper and athletes like Jerry Rice. Making one unlocked Game Day food delivery deals.

The tapeWhy it worked

1
Simple is safe
The tape
Look at where it lives. Inside the Uber Eats app, the week fans were planning food for their watch parties. Pick a few parts, watch your ad.
Why it works
Nothing new to find, nothing new to learn, at the exact moment they're thinking about food. The first step is so small it feels like play.
Steal it
Put your next promo where your customers already are: your WhatsApp chat (or Zalo in Vietnam), your order page, your receipt.
2
Heart first, head second
The tape
The feeling is fun: you made a Super Bowl ad with movie stars. The reason is a food deal for Game Day.
Why it works
People play for the fun, then the deal makes it easy to say yes and order.
Steal it
Make the game the headline and the discount the prize at the end.

And look at the pitch. Uber Eats says football was invented to sell food. No maybe. It says it like a fact, then lets you build the proof.

FinalThe score

Cannes Lions 2026: Grand Prix, Media Lions

Super Bowl week sales beat the previous record by more than $36 million, 3.7 million incremental app visits, 325,000 participants and a 38% deal redemption rate (per MediaPost, citing Uber Eats).

Your shiftYour rink

A pizza shop. Shoot one 15-second video as swappable parts: three openings (the oven, the dough toss, a regular's first bite, with their OK) and three endings. Let AI cut every mix. In your WhatsApp chat (or Zalo in Vietnam), a customer picks an opening and an ending, gets their video, and gets a code for $5 off this weekend. This week's first step: film the three openings on your phone.

Coach LyCoach's Take

2nd line: AI plus you AI writes the parts, cuts every mix and sends the codes. You film your regulars with their OK, and the stars and a custom app build are where the real money goes.

My Coach's Take is on the wayI haven't made my reel for this play yet. For now, watch the campaign film at the top, and read my call below.

The No-Agency Playbook

Uber Eats: Build Your Own Super Bowl Commercial

Coach's call: 2nd line: AI plus you

Uber Eats let fans mix their own Super Bowl ad (the big US football final) from over 1,000 combinations and unlock deals as they went. Back in our agency days, a thousand versions of one ad meant a thousand invoices. I'd build your ad as swappable parts, let AI make every mix, and give customers a simple page to build their own version and unlock a deal at each step. You swap the celebrities for your regulars and approve every part.
Coach Ly

Quick tipYou don't need all these tools to start. Claude writes the ad as swappable parts, and Higgsfield makes the AI scenes. You film your regulars (with their signed consent), cut them in with CapCut and set the deal codes yourself.

CRemix Desk LWScenes RWRender FCast LDMix Page RDDeals DMedia GScoreboard

You on the bench: the owner, or your one-person marketing team. You make the calls.

AI runs it
AI drafts, you approve
You or a freelancer

C
Captain · orchestratorRemix Desk
AI drafts, you approve
Plans the parts, tracks every render and keeps the deals and the page in sync.
Your call: You approve the parts list, the deals and the launch date.
- Gives Claude tools, subagents and memory to run multi-step work
- Visual AI agent workflows that you can host on your own servers
LW
Left wing · agent 1Scenes
AI drafts, you approve
Writes one ad as swappable parts: a few openings, middles and endings that all fit together.
Your call: You pick the parts that sound like you.
- Careful long-form reasoning and writing that keeps brand context in Projects
RW
Right wing · agent 2Render
AI drafts, you approve
Generates and edits every combination, with captions and the right sizes for each app.
Your call: You spot-check a sample before launch.
- Many leading video and image models plus ready-made ad presets
- Realistic motion with native audio, plus an agent canvas for storyboards
- Quick short-form editing with auto captions, templates and AI generation
F
Forward · agent 3Cast
You or a freelancer
Films your regulars, staff or a local creator for the cameos.
Your call: You get signed consent from everyone on camera. Famous faces are the expensive part.
- Quick short-form editing with auto captions, templates and AI generation
LD
Left D · agent 4Mix Page
AI drafts, you approve
Runs the page where fans pick their parts and get a deal code along the way.
Your call: You test it on your phone. A freelancer may need a day to set it up.
- Store builder with Sidekick, an AI assistant that acts inside your admin
- Drag-and-drop scenarios linking thousands of apps, now with AI agents
RD
Right D · agent 5Deals
AI runs it
Sends each unlocked code in chat and a reminder before it runs out.
- API messaging at scale for alerts, promotions, support and in-chat shopping
- Reaches Vietnamese customers in Zalo chat with messages, content and chatbots
D
Defence · agent 6Media
AI drafts, you approve
Runs the most-made fan mixes as ads.
Your call: You set a daily cap the agent cannot go over.
- AI sets audience, placements and budget across Facebook and Instagram
- Automates TikTok targeting, bidding and budget, now including search ads
G
Goalie · agent 7Scoreboard
AI runs it
Tracks mixes made, codes used and sales against a normal week.
Your call: Read it Monday with your coffee.
- Free web and app analytics with machine-learning forecasts of behaviour
- Shareable drag-and-drop dashboards over Google and BigQuery data

SourcesRead more

Facts checked on 2026-10-15. The film and articles belong to their owners.

Uber Eats Build Your Own Super Bowl Commercial

Simple is safe

Heart first, head second