12/06/2026

With this TV spot 'Who Could Cook At a Time Like This?' Uber Eats has launched its first global delivery campaign timed to coincide with the FIFA World Cup 2026. Created by Mother and directed by Biscuit Filmworks' Jeff Low, the campaign casts Gordon Ramsay in a role that plays brilliantly against type: an anti-cooking crusader on a mission to keep football fans off the stove and on the sofa.

The premise draws on a little-known chapter of Ramsay's life. Long before earning 17 Michelin stars, he was a promising young footballer in the youth ranks of Scotland's Rangers FC — which makes him, arguably, the perfect person to tell the world that some things matter more than cooking.

Set to Dario G's iconic football anthem Carnival de Paris, the spot sees Ramsay storming into kitchens, Uber Eats bag in hand, deploying his famously abrasive charm to drag people away from the fish and toward their phones. The message is simple: order delivery, and don't miss a second of the action.

"The entire campaign started with one very funny contradiction," said Felix Richter, global chief creative officer at Mother. "Gordon Ramsay, probably the world's most famous chef, telling people this is absolutely not the time to cook. Once we had that, everything else flowed from there. Gordon brought the perfect level of intensity, comedy and chaos to it."

Ramsay himself was, as usual, direct in his statement: "When the football's on, nobody wants to be standing over the stove stressing about dinner. A night off from cooking isn't the end of the world - it's called priorities. Get the game on, order Uber Eats, and enjoy it properly."

In France, the campaign extends further with Uber Eats partnering with the French Football Federation on sponsorship bumpers featuring players from the national team.

The integrated campaign launched globally on 11th June across TV, social, digital and out-of-home.

I am obviously thrilled to have recorded the voice over for the various elements of this campaign: TV spots, sponsorship bumpers, web spots, and YouTube prerolls.