Uber Eats and Brian Cox Triumph at Emmys, Securing Outstanding Commercial Award

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September 8, 2025

Brian Cox‘s Uber Eats Ad Scoops Emmy, Spotlighting Student Savings

Los Angeles, CA – Acclaimed Actor Brian Cox’s memorable Uber Eats advertisement has earned significant industry praise, securing an Emmy Award for outstanding Commercial during the Creative Arts Emmy Awards ceremony held on Sunday.The recognition underscores the power of clever marketing and celebrity endorsements in today’s advertising landscape.

The Winning Campaign: Back to school with Uber One

The Award-winning advertisement,crafted by Special US,features Cox humorously navigating the experience of returning to college. The core message centers around leveraging Uber One for students, offering cost savings on both Uber rides and Uber Eats deliveries. This creative approach effectively connects with the target demographic.

Uber One: A Benefit for Students

launched in May 2024, Uber One for Students provides a range of benefits for a monthly fee of $4.99.These include waived delivery fees, up to 10% discounts on orders, 6% Uber One credits on rides, and exclusive member pricing. The program aims to become an essential resource for budget-conscious students.

According to Uber’s Head of Marketing for the U.S. and Canada, Georgie Jeffreys, the campaign’s primary goal was to demonstrate the significant value of an Uber One membership for students. The firm has consistently utilized high-profile celebrities in their marketing efforts, including David and Victoria Beckham, Jennifer Aniston, David Schwimmer, Usher, and Matthew McConaughey.

A Night of Recognition for Creative Excellence

The Creative Arts Emmys, a two-day event that celebrates artistic and technical achievements in television, honored outstanding work from June 1, 2024, to May 31, 2025. Uber Eats and Brian Cox joined other winners such as NBC’s Saturday night live, comedy Central’s The Daily Show, and prominent figures like Julianne Nicholson, Bryan Cranston, Kendrick Lamar, and former President Barack Obama.

An edited presentation of the ceremonies will air on FXX on Saturday, September 13, at 11 p.m. ET,and will also be available for streaming on Hulu until October 7. The 77th emmy Awards will follow on Sunday, september 14, at 8 p.m. ET on CBS,and will be accessible live and on-demand via Paramount+ through September 21.

Award	recipient	Category	Date
Emmy Award	Brian Cox’s Uber Eats Ad	Outstanding Commercial	September 6, 2025

The Evolution of Celebrity Advertising

The use of celebrities in advertising isn’t new, but its evolution reflects changing consumer behaviors. In 2023, Statista reported that 68% of consumers said celebrity endorsements positively influenced their purchasing decisions. Brands are increasingly seeking celebrities who align with their brand values and can connect authentically with their target audience. This trend signifies a shift towards more relatable and impactful advertising campaigns.

Did You Know? The first documented celebrity endorsement dates back to the late 19th century when Queen Victoria publicly supported a specific brand of cocoa.

Pro Tip: When evaluating advertising campaigns, look beyond the celebrity and assess the message’s clarity, relevance, and emotional connection.

Frequently asked Questions About Uber One and Advertising

1. What is Uber One? Uber One is a membership program offering benefits like no delivery fees and discounts on Uber rides and Uber Eats orders.
2. What are the benefits of Uber One for Students? Students receive all the standard Uber One benefits plus exclusive discounts tailored to their needs.
3. Why do companies use celebrities in advertising? Companies use celebrities to increase brand awareness, build trust, and influence consumer purchasing decisions.
4. How does the Emmy Award impact Uber eats’ marketing strategy? Winning an Emmy validates Uber Eats’ creative approach and potentially attracts more high-profile talent for future campaigns.
5. What is the monthly cost of Uber One for Students? Uber One for Students is available for $4.99 per month.

What are your thoughts on the use of celebrities in advertising? Do you think this ad is effective in reaching the student demographic?

How does uber Eats’ “Tonight We Feast” campaign challenge traditional food delivery advertising strategies?

The Winning Campaign: A Deep Dive into “Tonight We Feast”

The 75th Primetime Emmy Awards saw a surprising, yet delightful, win in the Outstanding Commercial category: Uber Eats, featuring the inimitable Brian Cox. The campaign, titled “Tonight We Feast,” captivated audiences with its blend of dramatic intensity and relatable hunger pangs. This victory marks a significant moment for brand advertising within the food delivery space, proving that compelling storytelling can resonate even in a highly competitive market. The commercial cleverly subverts CoxS iconic dramatic persona (best known for Succession) by having him passionately narrate everyday food cravings.

Decoding the Success: Why “Tonight We feast” Resonated

Several key elements contributed to the campaign’s success and ultimately, its Emmy win.

Unexpected Pairing: The juxtaposition of Brian Cox, known for his serious roles, with the mundane act of ordering food created immediate intrigue. This unexpectedness generated significant buzz and social media engagement.

Humor and Relatability: While maintaining a dramatic tone, the commercial tapped into a universal experience: the intense desire for a specific food. The script highlighted relatable cravings – from late-night pizza to a perfectly brewed coffee – making it instantly accessible to viewers.

Strong Narrative: The commercial wasn’t simply a list of Uber Eats offerings; it told a story. Cox’s narration built anticipation and elevated the act of ordering food into something almost theatrical.

Multi-Platform Approach: Uber Eats didn’t rely solely on the initial Emmy-winning spot. The “Tonight We Feast” campaign expanded across multiple platforms, including additional commercials featuring other celebrities, social media content, and in-app promotions. This holistic approach amplified the campaign’s reach and impact.

brian Cox’s Role: Beyond celebrity Endorsement

brian Cox’s involvement wasn’t a typical celebrity endorsement. He became the campaign.His delivery, timing, and genuine commitment to the dramatic portrayal of food cravings were crucial to its success.

Authenticity: Cox didn’t simply read lines; he embodied the character.This authenticity resonated with viewers who recognized his signature intensity.

Brand Alignment: While seemingly an odd pairing, Cox’s reputation for gravitas and intelligence subtly elevated the uber Eats brand, suggesting a level of quality and sophistication.

Social Media impact: Cox actively participated in promoting the campaign on social media, further amplifying its reach and engaging with fans.

the Impact on Food Delivery Advertising

The Uber Eats win signals a potential shift in food delivery advertising. For years, commercials in this space have relied heavily on convenience and price. “Tonight We Feast” demonstrated the power of emotional connection and storytelling.

Focus on Experience: The campaign prioritized the experience of satisfying a craving over simply highlighting delivery speed or discounts.

Creative risk-Taking: Uber Eats took a risk by choosing a non-traditional spokesperson and embracing a dramatic,unconventional approach. This risk paid off handsomely.

increased Competition: This Emmy win will likely inspire other food delivery services to invest in more creative and emotionally resonant advertising campaigns. Expect to see more brands attempting to forge deeper connections with consumers.

Beyond the Commercial: Uber Eats Promotions (as of late 2023)

While the Emmy win celebrates the creative aspect of the campaign, it’s certainly worth noting some of the promotional offers Uber Eats was running around the time the commercial gained traction (data from late 2023, as per available search results):

New User Discounts: Significant discounts were available for first-time users, including free deliveries and percentage-off coupons. (e.g., “優黃搭九遍” offering free first ride and subsequent discounts).

Credit Card Partnerships: Collaborations with financial institutions like China Trust Bank (“CTBC2024”) offered exclusive discounts for users linking their cards.

Insurance Partnerships: promotions with insurance providers like Cathay Insurance (“CATHAYINS2024”) provided additional savings.

Uber one Membership: Benefits for Uber One members, including reduced delivery fees and exclusive offers, were heavily promoted.

The Future of Uber Eats Marketing

Following the