Brian Cox Goes Back to College for Uber One

Bad news: He's your roommate

If you wind up with Brian Cox as your freshman roommate, you’re in for a long, grouchy semester.

The acclaimed Succession actor proves gruff and lovable (but mostly gruff) in Uber One ads from Special US and O Positive director David Shane.

Dude especially shines in a get-acquainted session at the library:

Student: My name is Alex, and I’m doing a double major in art history and political science.

Brian Cox (scarfing pizza): You’ll make a great barista one day.

Brian’s Roommate: I actually think he’s just here for the access to Uber One for Students.

Brian Cox (chomping): My name’s Brian. My interests are food and saving money on food.

Student: And Brian, what are you majoring in?

Brian Cox: What is this? 20 f*cking questions?

Ha, he’s as overly direct as ever!

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“When we landed on the idea that Uber One for Students was so good it was worth going back to school, we then asked ourselves who would be a comical and unexpected ‘student’ mixed in with today’s college life. Brian Cox was a quick and unanimous answer to that question,” says Georgie Jeffreys, who leads Uber marketing across the U.S. and Canada. “The loveably lovable, cantankerous and hilarious personality that he’s so well known for was the perfect juxtaposition to college life.”

Launched in May, Uber One for Students offers half-price delivery service and other discounts.

Of course, undergrads are barraged with such deals. Uber hopes Cox’s schtick will help its offering—advertised here for the first time—stand out from the pack.

“Rather than just joining the chorus of brands, we wanted to show them the lengths someone who wasn’t a student might go to be in their shoes,” Jeffreys tells Muse. “And it turned out having Brian Cox wear their shoes was pretty funny.”

The humor’s old school, by which we mean predictable. But Brian’s comic chops merit high marks, and he hammers home Uber One benefits with boffo bluster.

Breaking today, spots will run across TV, OLV, social, digital, OOH and audio platforms.