Matthew McConaughey pitches Charli XCX in the boardroom for Uber Eats Super Bowl advert
Matthew McConaughey and Charli XCX have joined forces for an Uber Eats Super Bowl advert – watch it here.
The ad is hooked onto the idea that American football is all a conspiracy to make people hungry. McConaughey portrays the ‘inventor’ of the sport, as well as the founder of the NFL’s Buffalo Bills and former players Mike Ditka and Peyton Manning.
Charli XCX, real name Charlotte Aitchison, led the celebrity cameos, with Kevin Bacon, Sean Evans, Martha Stewart and Greta Gerwig also making appearances.
McConaughey goes through flashbacks to important moments in his own football history, from the development of the “pigskin” nickname to “make people crave bacon” with the Footloose actor to the founding of the Buffalo Bills with Hot Ones host Evans – over a plate of Buffalo wings, of course.
We then travel to the present day, where Aitchison and Stewart are sat together. McConaughey says that the Super Bowl gods aren’t “hiding it anymore,” pointing out that the halftime show is “presented by an apple,” a reference to Aitchison’s song of the same name, from her 2024 album ‘Brat‘, as well as the company sponsoring Kendrick Lamar’s half-time performance during the game on Sunday (February 9).
Gerwig, however, isn’t convinced, telling McConaughey of his theory: “No one believes that football is just some conspiracy to sell food.”
Georgie Jeffreys, Uber’s head of marketing, told The Hollywood Reporter: “We needed, first and foremost, someone who could really resonate with this idea of quite a kooky conspiracy, whilst also being part of some way the NFL world. And Matthew McConaughey was perfect for that. He’s an NFL fanatic, he very much is synergistic with this eccentric idea that actually football is some crazy conspiracy just to make you hungry.”
She added: “What was really critical for us, and always is with every Super Bowl, is that we have an ensemble cast, and that each person in the cast have to amplify the creative idea. They can’t just be there because they appeal to Gen Z or they appeal to moms. The ensemble allows us to actually tap into lots of different fan bases and ensure that there’s something for everyone, which is why the extension of having someone like Greta Gerwig in there, and Charlie XCX and Martha Stewart all became really important.”
Aitchison, meanwhile, took home three Grammys last Sunday. The star also performed at the ceremony, bringing friends including Julia Fox and The Dare on stage with her as she sang ‘Von Dutch’, ‘Guess’ and ‘360’.
Ahead of his Super Bowl performance, Lamar also had a hugely successful ceremony. The rapper won five awards – the most of anyone on the night – all for his hit ‘Not Like Us’.
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Adam England
NME
