Martha Stewart is once again stepping out of her culinary comfort zone, this time joined by the pop sensation Charli XCX for Uber Eats' highly anticipated Super Bowl commercial. The commercial, which will be aired on February 9, 2025, showcases the duo indulging humor and the latest TikTok trends, setting the stage for another star-studded ad campaign.
What makes this pairing particularly intriguing is the blend of their vastly different audiences and styles. Stewart, renowned for her impeccable cooking and hosting skills, now teams up with XCX, known for her chart-topping hits and vibrant personality. The teasers reveal their comedic chemistry, beginning with Stewart joking about XCX's name: "Honestly, Charli, when my agent first sent me your name, I thought it was the Wi-Fi password." XCX quickly retorts, "Well, when my agent told me you were doing this, I thought you'd be doing the catering." Their playful banter gives early insight on the ad’s lighthearted spin.
Set against the backdrop of stunning visuals, the duo also takes part in the TikTok challenge of "We listen and we don’t judge," reinforcing the campaign’s relatable, fresh pop culture references. One teaser sees Charli stating, "I thought a Super Bowl was something I could order on Uber Eats," indicating the humorous disconnection from traditional football culture.
The imagery is not solely confined to Stewart and XCX; Matthew McConaughey makes his appearance, channeling the iconic Chicago Bears coach Mike Ditka. His involvement is reminiscent of his prior engagements with the brand, which have included satire on sports culture and its ties to food. McConaughey previously suggested, "Football is just an elaborate scheme to sell food," pitching the entirety of the Super Bowl as both popular entertainment and culinary extravaganza.
Marketing experts believe this plan will resonate with football fans and food lovers alike. Georgie Jeffreys, Uber Eats' North American head of marketing, expressed excitement about the campaign stating, "The tease is our favorite part—it's truly there to entertain." This dedication to entertainment embodies their approach to advertising, as they can straddle the line between authenticity and humor seamlessly. The campaign aims to capitalize on Stewart's culinary legacy and Charli's music career, creating durable connections with fans.
The intertwining of TikTok's playful essence and the star-studded cast embodies the modern wave of marketing, which aims directly at Gen Z and millennials, who are eager for exciting collaborations. With Stewart and Charli being at the height of their respective careers, this pairing appears well-timed, catching audiences off-guard and keeping them engaged.
Charli XCX has described working on the ad as thrilling, noting, "It was cute filming my first Super Bowl campaign with Uber Eats!... Matthew and Martha are obviously legends, so I felt right at home." She's pushing through barriers, explaining football dynamics through her lens, likening the quarterback to the DJ: "He controls the vibe. Bad quarterback, bad vibe." This effectively bridges disparate worlds and introduces football culture to younger audiences.
While the plot of the full commercial remains under wraps, the marketing strategy from Uber Eats continues to leverage heavily on humor, celebrity quips, and cultural trends to keep their brand top of mind on Super Bowl Sunday. They’ve established themselves as not only food delivery but also engagement architects bridging the gap between food and festivities. Last year's commercial featured stars like David and Victoria Beckham, and this year, Uber Eats hopes to draw similar buzz.
One more teaser is set to drop before the main event, leading to speculations about additional celebrity participation. According to Uber Eats' global head of creative, Danielle Hawley, "This year, the fun we’re having has to do with food," indicating potential humorous nods to food-related legends.
All eyes will be on February 9 to see how Stewart and Charli captivate the audience, and how they keep viewers chuckling. You can be sure to tune in, not just for the football but for what might become another memorable entry in Uber Eats’ humorous legacy.