Uber Eats features Brian Cox as a college ‘freshman’ in campaign to promote Uber One student perks /

Surprising stars / Uber’s choice to feature 70-something Brian Cox in a student-targeted ad breaks from traditional youth marketing by sidestepping influencer norms and choosing an unexpected brand ambassador. Uber Eats taps into Cox’s deadpan style to cleverly highlights the perks of Uber One for Students in a humorous way, adding intrigue for the younger audiences. 

This humorous tone of voice is in line with other of its recent campaigns, such as Best Friends (see below) and Trains Now, On Uber in the UK. Speaking about this campaign, Mother’s Anthony Montagne said, ‘Uber strives for simple, uncomplicated advertising and communication anchored in real life. Subtle, deadpan and no-nonsense British humour finding the absurd in everyday life is a perfect fit for the brand tone of voice.’

By employing a consistent and compelling tone of voice, Uber strengthens its identity as a brand that’s both accessible and amusing.

Building brand tone / This ad also follows Uber’s successful formula of pairing a well-known older actor with a younger counterpart, as seen in its 2023 campaign with Robert De Niro and Asa Butterfield. Uber bridges generational divides yet again with its casting of Brian Cox in this student-focused ad, reinforcing that Uber One’s membership is universally appealing – convenient for ‘everyone who eats and goes places’.

This approach strengthens brand recognition and highlights Uber's commitment to everyday convenience. Following previous collaborations with A-list talent such as David and Victoria Beckham and Matthew McConaughey, Uber continues its star-studded campaign strategy with Cox, broadening its reach across the different demographics and fanbases.

Loyalty among frequent users / Gen Z is Uber Eats’ most active customer base, placing more orders and taking more trips than any other generation. With 63% of people aged 18 to 29 regularly using food delivery apps, this campaign strategically reinforces loyalty among this fast-growing segment, positioning Uber One as a valuable, long-term membership for students. By introducing Uber One for Students, Uber strengthens its connection with a key audience, encouraging repeat usage and loyalty at a formative age. 

Building on initiatives like Uber for Teens, this campaign expands Uber’s presence in younger markets and lays the groundwork for continued engagement with Gen Z.