Brian Cox Goes to College
Uber / Special US + O POSITIVE, Santa Monica / SPECIAL, Los Angeles / UBER, San Francisco
CREARCHIVE Score
124
UberBrian Cox Goes to College2025
Case Film
Campaign Images
BrandUber
AgencySpecial US + O POSITIVE, Santa Monica / SPECIAL, Los Angeles / UBER, San Francisco
Award ShowD&AD
CategoryPRINT
Year2025
CountryUnited States
Description
A MEMBERSHIP SO GOOD, IT MADE THE ADULTS JEALOUS We positioned Uber One for Students as “a membership so good, everybody wants to be a student.” So instead of casting a Gen Z spokesperson, we made our case with a 78-year-old brand ambassador: Brian Cox. A far cry from a fresh-faced influencer, Brian reframed Uber’s student membership as so desirable, it was worth returning to college just to reap the benefits. Brian’s fame for playing a curmudgeonly billionaire lent the scenario a pitch-perfect degree of irony.
Awards
- • Cannes Lions — A01 - Direction — Bronze
- • Cannes Lions — A01 - Direction — Shortlist
- • Cannes Lions — A03 - Casting — Shortlist
- • D&AD — Writing for Advertising, Film, Casting — Yellow Pencil
- • D&AD — Writing for Advertising / Film — Graphite Pencil
- • D&AD — Casting / Film — Shortlist
- • D&AD — Film / Cinema Commercials 16 - 180 Seconds — Shortlist
Credits
BrandUber
ClientUber
Entrant CompanySpecial US
Advertising AgencySpecial US
Production CompanyO Positive
UberSpecial US + O POSITIVE, Santa Monica / SPECIAL, Los Angeles / UBER, San FranciscoD&ADPRINTUnited States
Similar Campaigns
Missing Articles
The Wall Street Journal
Mother London + MOTHER NEW YORK, New York / MOTHER, London
CREARCHIVE Score
142.4
Molecules
Chupa Chups
BBH London
CREARCHIVE Score
45.6
Meander Valley Poems
Meander Valley Council
For The People
CREARCHIVE Score
27.6
Marjoree
Show Me Fonts
Show Me Fonts
CREARCHIVE Score
45.6
Menopause Mode
LG
AlmapBBDO
CREARCHIVE Score
88
Content warning
The New Zealand Herpes Foundation
ED.
CREARCHIVE Score
36