Uber Super Bowl ads deliver Media Grand Prix for Special
- Jun 25
- 2 min read
THE CANNES Lions Media Grand Prix for 2026 was awarded to a campaign that uncovered a shocking conspiracy — that the NFL Super Bowl was created simply to sell food. The proof is even right there in the name.
The winner, ‘Build Your Own Super Bowl Commercial’, was created for Uber Eats by Special Los Angeles.
The campaign took this amusing premise and created a richly-layered campaign that helped Uber Eats record its best ever Super Bowl.
Key highlights included a huge array of talent-led ad executions that could be slotted together by Uber App users to create their own in-app personalised ad. This was then backed by an array of deals — linking creative directly to sales.
Among key highlights, the campaign is reckoned to have achieved a 38% redemption rate on promotional offers — 10 times higher than typical deals — alongside a double-digit increase in sales.
The company also reported $290m in earned media value, while hundreds of thousands of users engaged with the app experience, generating millions of seconds of content consumption beyond the televised Super Bowl ad.
Jury President Sindhuja Rai, chief client officer, WPP Media, APMEA, said the jury was looking for a Grand Prix that “embodied everything that defines modern marketing today” — and the Uber Eats campaign fit the bill.
“We wanted something transformative and impactful. This campaign collapsed the funnel, encouraging consumers to spend time in the app by turning it into a communication platform.”
In terms of the jury’s parameters for awarding Lions, Rai said winners need to have strong creative ideas that were rooted in consumer insight. Clearly defined and measurable outcomes were also important — as was the ability to scale.
In addition to the Grand Prix, five campaigns were awarded Gold Lions. These came from the UK, US, Canada, Italy and Italy/Brazil.
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