In his latest role, actor Brian Cox stars in Uber Eats’ new ad campaign, promoting the Uber One student membership program. Created by Special U.S., the campaign humorously casts Cox as a freshman “back to school,” but more interested in Uber One’s perks—like free Uber Eats delivery and discounted Uber rides—than in academics or dorm life. This campaign marks Uber One’s debut student membership program, launched in May to offer affordable delivery and transportation options for college students.

The Cox-led campaign is part of a broader Uber strategy aimed at engaging students on college campuses. In August, Uber introduced “The One Shop,” a bodega-inspired pop-up visiting universities like the University of Miami, University of Texas at Austin, and University of Alabama, where students could explore the membership program while enjoying free snacks and gifts.

Cox joins an impressive lineup of A-list talent Uber has enlisted recently. Uber’s 2024 Super Bowl ad featured David and Victoria Beckham, with additional spots starring Jennifer Aniston, David Schwimmer, and Usher. Matthew McConaughey also appeared in a recent NFL-focused campaign. Beyond Uber, Cox has collaborated with brands such as Kith, Michelob Ultra, and, most recently, Asics in September 2024, reinforcing his popularity in both entertainment and advertising.