Brian Cox Goes to College

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.