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Brian Cox’s Uber Eats ad wins Emmy

Uber Eats and Special US win top ad honors. Here’s what made the student-targeted spot stand out

Patrecia Meliana

16 Sep 2025 • 4 min read

Uber Eats just took home an Emmy, but the real win might be what the campaign reveals about smart, culturally tuned advertising in 2024.

This article explores why the Emmy-winning Uber Eats ad starring Succession’s Brian Cox resonated with both viewers and voters.

It also breaks down what marketers can take away from its blend of celebrity appeal, product utility, and campus comedy.

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Uber Eats wins Emmy for Brian Cox ad

Uber Eats' student-targeted campaign starring Brian Cox won Outstanding Commercial at the Creative Arts Emmy Awards. Produced by Special US and directed by David Shane of O Positive, the spot shows the actor navigating campus life to access Uber One for Students.

The campaign marked the debut of Uber One for Students, a US$4.99 per month membership that offers benefits like waived delivery fees, up to 10 percent off orders, Uber One credits on rides, and exclusive discounts.

According to Georgie Jeffreys, Uber’s Head of Marketing for the U.S. and Canada, the goal was to “underscore how impactful an Uber One membership can be for students.”

Uber Eats has consistently leaned on A-list talent in past campaigns, including Jennifer Aniston, David Schwimmer, the Beckhams, Usher, and Matthew McConaughey.

Why it worked

Celebrity-fronted ads are nothing new, but this one delivered more than just star power. The spot succeeded because it clearly showed product utility in a way that resonated with younger audiences.

Cox’s return to college life added a layer of dry, absurd humor.

But the message was direct: Uber One for Students helps you save money and time. The ad bridged entertainment with a sharp value proposition, using comedy to build brand relevance in the student segment.

What marketers should know

The Emmy win offers more than bragging rights. It shows how brands can craft launch campaigns that resonate with Gen Z without relying on gimmicks. Here are some strategic takeaways.

1. Student markets respond to humor with purpose

The spot didn’t just aim for laughs. It used humor to make a clear product point. For brands targeting college students or Gen Z, this shows the importance of wrapping real utility in smart storytelling.

2. Celebrities are most effective when used in context

Cox wasn’t just a face. His on-campus persona was integrated into the concept in a way that made the product benefits feel earned and believable. Contextual casting is key when working with talent.

3. Launch campaigns deserve high creative ambition

Uber could have rolled out Uber One for Students with a basic product ad. Instead, they led with an Emmy-level narrative. If you're launching something new, consider whether your creative matches the stakes.

This campaign shows that engaging younger audiences takes more than cultural references and trending sounds. It takes storytelling that lands. Uber’s ad delivered on that, and marketers should see it as a playbook for high-impact, value-first campaigns.

The win wasn’t just for Uber or Brian Cox. It was a nod to the type of sharp, product-rooted creative that breaks through noise—and earns results.

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