Lyft has unveiled a campaign starring Jeff Bridges, called ‘It Matters How You Get There’, created by Wieden + Kennedy New York.
The film brings the audience back to Oregon Trail in 1836, riding carriages with fellow travelers. In the first spot called “Riding West,” Bridges draws attention about the importance of choices of today as travelling around the wagon trains of the early 19th century.
Here comes the 30-seconds spot:
In the spot, Bridges says, ‘You always have a choice. You can choose to ride with the right people, doing things for the right reasons and you end up in the right place.’
The Drum mentions that according to Wieden + Kennedy, the campaign not only speaks to the product of ride-sharing – the growth of the ride-share economy can make lives better, traffic better, and cities better – but also speaks to Lyft as a company, who always strives to do the right thing for the right reasons and in the right way.
Melissa Waters, VP of Marketing at Lyft said,
We are reintroducing ourselves to people who may have only known us years ago as an early startup and new folks who have not tried ridesharing or Lyft. We started 2017 only operating in major U.S. markets, and now we have expanded to over 40 states; we currently cover 94 percent of the U.S. population.
We liked the creative device of the iconic ride. It is really helpful to us because it speaks to the relationship between passenger and driver.
So, let’s take a moment and enjoy the moments of our journeys and leave the worries behind.