Uber Eats Cooks Up Cheeky Conspiracy Theory

Matthew McConaughey says the NFL is all about the food

Let’s watch NFL football and stuff our faces all season long. That’s what the game’s really about. That’s what they want us to do. It’s a plot, I tells ya!

Uber Eats digs into our conspiracy-obsessed zeitgeist with an odd, strangely appealing commercial starring Matthew McConaughey.

Hanging with 49ers’ running back Christian McCaffrey, Matt M. rambles about football’s foodie ties:

“The whole game is basically an elaborate scheme to make you buy more food. And it’s working. Think about it: Turnovers, pancake blocks, scrambles … Oh, I just scored: feed me more!”

Best line: “Refrigerator Perry was not his real name.” And Jerry Rice, wielding chopsticks, makes a cute cameo.

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Of course, the ad is in fact designed to leverage football and sell food. So it’s all a meta in-joke, apparently.

Developed with Special U.S. and O Positive director Jim Jenkins, the wordplay’s pretty … tasty? At any rate, McConaughey excels with a mildly unhinged performance—his best commercial acting while fully clothed in some time.

Srsly, it’s an unexpected approach that could stand out from a very full table of NFL-themed efforts.

More spots are on the menu, we’re told, touting Uber Eats as the NFL’s “Official Delivery Partner.”