Jeff Bridges takes a pioneering approach to travel in a new TV spot for Lyft, the first broadcast work by Wieden + Kennedy New York for the transportation company.
The spot is the first of what will be an ongoing campaign that centers around iconic American journeys. It features Bridges traveling the Oregon trail on a wagon in 1836. He reflects on the importance of how you get to your destination -- choosing to "ride with the right people" and having a great experience rather than choosing poorly and ending up drinking rainwater out of your boot.
With a twinkly-eyed nod to the future of travel, he references airports and "all-you-can-eat pancakes" and notes that the destination is not what matters, although "Portland is pretty happening right now." The tagline reads, "It matters how you get there."
Bridges also stays in character for a series of shorter social ads, singing "My Darling Clementine" and reflecting on how it's a shame football hasn't been invented yet, as they'd have something to talk about on the wagon trip.
The spot will be followed up later this month with "Riding Shotgun," starring Tilda Swinton and Jordan Peele, which will center on a journey to the moon.
The campaign also includes OOH ads, with lines such as "The Better the Event, the Worse the Parking," "Parallel Parking Can Be Embarrassing" and "Get There Without the Stress of Getting There."
Bridges has been quite the commercials thespian in recent years. He previously worked with W+K N.Y. on its Squarespace Super Bowl campaign and also serenaded a sleeping Tom Brady in Camp & King's work for Ugg for Men.