Uber Eats: Build Your Own Super Bowl Commercial

A Massive Production Puzzle

To make the interactive builder feel seamless, Director Steve Rogers and the team at Biscuit Filmworks had to film an exhaustive library of modular scenes. The production required a complex, non-linear script structure where every celebrity cameo—from Matthew McConaughey to Jerry Rice—had to match in lighting, tone, and framing. This allowed the DEPT tech team to stitch together thousands of unique permutations in real-time, ensuring that no matter which clips a user selected, the final commercial felt like a cohesive, high-budget Super Bowl spot.

The Conspiracy Theory Engine

The campaign leaned heavily into the "football was invented to sell food" narrative, a multi-year platform that allowed the brand to act as a self-aware conspiracist. By casting Bradley Cooper as the skeptic to McConaughey’s wild theories, the agency created a narrative tension that encouraged users to keep building and sharing their own versions of the "truth." This meta-commentary on advertising itself helped the campaign achieve a 38% deal redemption rate, proving that when users are given the tools to play with the brand, they are significantly more likely to transact.

Scaling for Super Bowl Traffic

The technical infrastructure was designed to handle a massive surge in traffic, processing 3.7 million incremental app visits during the week of the game. By moving the creative experience directly into the Uber Eats app, the team bypassed traditional social media friction, keeping users within the ecosystem where they could immediately redeem their earned discounts. This strategy successfully converted casual viewers into customers, with 40% of participants being new or lapsed users who had not engaged with the platform recently.