Super Bowl Pick: Uber Eats the show.

Image credit: Uber Eats

The best Super Bowl Ad this year is a conspiracy… to bring back Storytelling.

In times when metrics and formats rule, the industry has completely forgotten how to tell stories. Uber Eats has reminded us once again.

Yesterday, it became clear that the success of their communication lies in storytelling—the kind of stories we actually enjoy watching until the end.

The commercial “A Century of Cravings” revolves around a conspiracy theory suggesting that the Super Bowl was created by the food industry to make people eat more. A wildly fun idea that keeps you entertained for nearly two minutes.

Matthew McConaughey delivers a brilliant performance and manages to convince us—not about the conspiracy, but about the fact that storytelling is more relevant than ever in a market saturated with weak insights and a glaring lack of imagination and boldness from brands.

The game? I couldn’t care less. Not my thing. But the ad? It definitely entertained me and, once again, put Uber Eats on my consumer radar.

Last but not least, I’d love to see how Uber Eats performed during the game in the coming week!

Here’s the link so you can watch the commercial. Enjoy!

Creative Agency: Special US