Formula IA

At Super Bowl LX, a 30-second spot costs $8M. Uber Eats bought 60 seconds. But the real ROI isn’t on TV — it’s in the app.

For the first time ever, users can build their own version of the ad, choosing scenes and cameos from 1,000+ combinations across 36+ hours of filmed content. McConaughey vs Cooper isn’t just comedy: it’s modular marketing. Every shared ad = personalized branding distributed for free by the users themselves.

Created by Special Group U.S. (New Zealand-born agency on their 6th consecutive Super Bowl for Uber), “Hungry for the Truth” is chapter 2 of a conspiracy theory launched in 2025: football was invented to sell food.

The real insight? Uber Eats has 21M monthly active users vs DoorDash’s 49M. They’re not buying a spot. They’re building an infrastructure for cravings.

📌 Agency: Special Group U.S.

The Choice. Pepsi’s new Super Bowl LX teaser.

A cola-loving polar bear takes the iconic Pepsi Challenge: a blind taste test where only flavor decides. No logos. No bias. Just taste. The same experiment that shook up the cola wars back in 1975, now revived for a new generation.

The teaser follows last week’s cryptic clue: a Pepsi Zero Sugar and a snowy paw print hinting at “a big game. a big choice.”

Agencies: PepsiCo Content Studio & BBDO.