Lyft slyly mocks Uber in new Jeff Bridges ad – CNET


Technically Incorrect presents a barely twisted tackle the tech that is taken over our lives.


He’s touring with the great guys, allegedly.

Lyft/YouTube screenshot by Chris Matyszczyk/CNET

Uber has made a rather painful mess of its model picture. What of its rival Lyft? 

It appears to have sat quietly, maybe even having fun with the present. (Well, haven’t we all?)

Now, although, the marginally nicer journey-hailing service has determined to softly handle the notion it is extra respectable than Uber.

In a new ad that includes Jeff Bridges, Lyft explores the transportation decisions individuals have made in the previous.

Here we are in 1836, with a grizzly previous Bridges going, nicely, someplace alongside the Oregon Trail.

“You always have a choice,” the impressively bearded Bridges says. “You can choose to ride with the right people, doing things for the right reasons and you end up in the right place.”

Now the place may these righteous phrases be aimed? Surely at its nonetheless a lot bigger rival. In reality, the tagline provides it away.

“It matters how you get there,” it reads.

Neither Uber nor Lyft instantly responded to a request for remark. 

How touching, although, that the competitor to Uber and its bro tradition has employed the Dude to be its spokesman.

I’ve chatted with drivers who function beneath each the Uber and Lyft banners. They see little distinction between the 2 providers. If something, one just lately informed me, the Uber app is smoother to make use of. I am unsure riders assume a lot in another way.

That may supply a clue as to why Lyft feels the necessity to discover a significant level of differentiation.

The proven fact that Lyft has invested in Bridges and different nicely-recognized actors — a future ad will star Tilda Swinton and Jordan Peele, in line with Adweek — suggests the corporate has determined to capitalize on Uber’s haplessness to hone its personal id in the minds of the undecided.

After all, Uber’s new CEO Dara Khosrowshahi has many points to cope with. Those embrace a critical authorized spat with Alphabet-owned Waymo over allegedly stolen self-driving automotive know-how.

The Uber model picture is now in the hands of former Apple Music government Bozoma Saint John, the corporate’s first chief model officer. 

Before she’s even executed any type of plan, this is Lyft with a shot throughout Uber’s hubcaps. 

I’m wondering how aggressive Uber’s response could be. Or will it, too, attempt to create sensitive-feely pleasure and goodness round its tarnished picture?

I see advertisements in which Travis Kalanick sings and dances with joyful Uber drivers. That may burnish the fame of an organization whose erstwhile Uber CEO needed to apologize for berating a driver.

Here’s a thought for the music: “Don’t Let Me Be Misunderstood.”

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