"Succession" star Brian Cox is going back to university — not to study, but to claim sweet deals through Uber One for Students.
A new campaign helmed by creative agency Special Group USA and directed by David Shane sees the actor returning to his famous grouchy old man persona as he causes a stir on campus as a college freshman.
Launched earlier this year, the exclusive program gives students easier access to rides and food delivery through Uber and Uber Eats.
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Uber One for Students members can enjoy free delivery and up to 10% off across all orders, as well as 6% Uber One credits on rides, special pricing, and discounts from major brands for only $4.99 per month.
According to Georgie Jeffreys, Uber marketing head for the U.S. and Canada, the ad plays on the unexpected appearance of the cantankerous actor.
"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," he stated.
The campaign follows a nationwide campus tour targeting students earlier this year and runs across TV, OLV, social media, digital, audio, and OOH platforms.
"Brian Cox Goes to College" hinges upon the actor's hilarious acting and distinct personality to get the point of the ad across.
Though many factors go into a good campaign, sometimes securing the correct influencer partnerships can make or break a commercial.
Class In Session
Set within the bustling grounds of a big university, the spot opens with Brian Cox confidently striding up to the counter of a student orientation seminar.
Being mistaken for a parent, he proudly declares his status as a college freshman.
The two-minute film proceeds to follow his antics across campus, as he terrorizes his young roommate and fellow students.
The star continues to cause trouble during school activities and classroom discussions, hilariously showing little to no enthusiasm for anything aside from food and "saving money on food."
His obsession with discounts disrupts everyone around him as he noisily slurps smoothies in the library and jumps into Uber rides.
The spot ends with the tagline: "A membership so good, everyone wants to be a student."
Last month, Cox also appeared in a World Mental Health Day campaign for ASICS.
