Acclaimed actor Brian Cox has added an Emmy Award to his résumé, this time not for a dramatic role but for a commercial. On Sunday night, his Uber Eats spot was named Outstanding Commercial at the Creative Arts Emmys.
Back to campus with Uber One
Created by Special US and directed by David Shane of O Positive, the ad humorously depicts Cox returning to college life. The twist: he’s only there to access Uber One for Students, a membership program designed to help students save on Uber and Uber Eats.
Launched in May 2024, the plan costs $4.99 per month and includes benefits such as $0 delivery fees, up to 10% off orders, 6% Uber One credits on rides, and exclusive member-only pricing and discounts.
“Our goal with this first campaign was to underscore how impactful an Uber One membership can be for students,” said Georgie Jeffreys, Uber’s head of marketing for the U.S. and Canada, in an interview with Adweek.
Uber’s star-studded playbook
Uber is well-known for enlisting A-list talent in its campaigns. Previous ads have featured David and Victoria Beckham, Jennifer Aniston, David Schwimmer, Usher, and Matthew McConaughey.
A win alongside TV heavyweights
Cox’s Uber Eats spot now joins a distinguished list of winners from the Creative Arts Emmys, including NBC’s Saturday Night Live, Comedy Central’s The Daily Show, Julianne Nicholson, Bryan Cranston, Kendrick Lamar, and even former President Barack Obama.
The Creative Arts Emmys, held over two nights, celebrate artistic and technical achievement in primetime television for the period of June 1, 2024, through May 31, 2025. An edited version of the ceremonies will air on FXX on Sept. 13 at 11 p.m. ET and stream on Hulu through Oct. 7.
The telecast precedes the 77th Emmy Awards, set to air live from the Peacock Theater in Los Angeles on Sept. 14 at 8 p.m. ET on CBS, with streaming available on Paramount+ through Sept. 21.
