The Uber Eats advert has won the Emmy for best commercial of the year.
The Special agency was in charge of the advertising campaign
The Uber Eats advert wins the Emmy with a fresh and humorous campaign.
The Emmys are the equivalent of the Oscars for the television industry. The ceremony rewards excellence in television products, which also includes advertising campaigns aired during broadcasts. It serves as a thermometer for which commercials are most likely to be among the best campaigns of the year.
And the winner was the Uber Eats advert titled “Brian Cox goes to college”, which, with a humorous and fresh tone, managed to win over both the audience and the award juries.
Uber Eats – “Brian Cox goes to college”
The Emmy-winning Uber Eats advert is titled “Brian Cox goes to college”. It was created by the agency Special and produced by O Positive. The campaign stars Brian Cox, known for his role in Succession, in an unexpected setting: college.
The spot shows how Brian Cox, over 60 years old, experiences college life—all to enjoy Uber One’s exclusive student discounts. The comedic situations quickly unfold, with Cox utterly outraged at having to live alongside students and teenagers.
The Uber Eats advert adds yet another award, having already won a Gold Lion in the Film category at Cannes Lions 2025.
The team at Special said in a statement: “The goal of the campaign was to showcase Uber One’s value proposition in an unexpected and memorable way. Brian Cox’s persona allowed us to play with the contrast between the solemn and the absurd, creating a spot capable of connecting with different generations.”
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