Uber Eats launched its first global delivery campaign Tuesday before the FIFA World Cup starting June 11.“Who Could Cook At a Time Like This?” features celebrity chef Gordon Ramsay humorously infiltrating people’s homes and interrupting them in the kitchen, holding up an Uber Eats delivery bag and asking why they are cooking while the soccer match is on TV.The campaign, which Mother produced as Uber’s agency of record since 2019, will run globally on June 11 across CTV, social, digital and out-of-home for five weeks.“The entire campaign started with one very funny contradiction. Once we had that, everything else flowed from there,” said Felix Richter, global chief creative officer at Mother, in a statement. “Gordon brought the perfect level of intensity, comedy and chaos to it.”Jeff Low directed the spot via production company Biscuit Filmworks. Low previously directed this year’s Anthropic Super Bowl ad, also with Mother, and Casper’s “Birthday Boy” campaign, which creative agency Orchard produced.Uber Eats will launch its World Cup campaign in 17 markets: Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, the Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, Switzerland, the U.K. and the U.S. “[I]t was important to lead with an idea that was universal, simple and culturally relevant for fans everywhere — while showing how Uber Eats helps fans get the food they want delivered straight to their door, without missing a moment of the action,” said Georgie Jeffreys, global head of marketing at Uber, in a statement.The brand is planning a global social media program as well as local activations to encourage conversation and cultural relevance in each market. For example, it has engaged the French Football Federation to produce sponsorships from eight French national team players, including Ousmane Dembélé, Dayot Upamecano and Lucas Digne. Out-of-home creative in Spain will be localized with the tagline, “¿Cocinar? ¿Ahora?”Ramsay, a 17-time Michelin-starred chef, had a former youth soccer career, lending some credibility to the campaign. He played under-14 football for Warwickshire and had a trial with Scottish club Rangers F.C., but his career ended early due to several injuries. He has become a prolific celebrity sponsor and brand ambassador, appearing in several ads including one for Caesars Republic Lake Tahoe in April.Mother has produced several campaigns for Uber for the U.K. market, including "When you’ve done enough, Uber Eats" featuring spots with Jude Law and Javier Bardem. In October, Mother New York produced the pair’s first U.S. campaign, “In Good Time.”