Lyft has unveiled a campaign starring Jeff Bridges that aims to remind people that getting there can be half the fun when you choose the right transportation.
The campaign is the first large-scale effort out of Wieden + Kennedy New York for the brand, which was named agency of record for the ride-sharing service earlier this year.
Running under the tagline ‘It Matters How You Get There,’ the crux of the campaign is a 30-second spot starring Bridges riding in a wagon on the Oregon Trail in 1836 as he muses about the importance of making the right choices in life.
In the spot, Bridges proclaims that you can either “choose to ride with the right people doing things for the right reasons” or “choose poorly and end up stranded, buzzards circling, drinking rain water out of your boot.”
Another spot features Bridges lamenting the fact that football hasn’t been invented yet, since it would give him and his fellow passengers something to talk about. A third features Bridges and his driver singing the song ‘My Darling Clementine.’
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.”
Later this month, Tilda Swinton and Jordan Peele will star in a second installment of the campaign, which also includes out-of-home ads that say things like “The Better The Event, The Worse The Parking” and “Parallel Parking Can Be Embarrassing.”
While this campaign marks Wieden + Kennedy’s first video campaign for Lyft, it’s not the agency’s debut work for the app: this summer, it created a pop-up car wash for the brand that offered $1 car washes to Lyft drivers.