We recently released our first TV spot, and we’re pretty pumped about it. We put some serious time into bringing this bad boy to life—from researching consumer insights, to storyboarding, to editing the mass of film, it’s been a wild ride. Our marketing and creative teams started working on the spot in mid 2015, so let’s start there.
The Creative Journey
It starts with an insight. Ours was the idea that car ownership, or getting the keys to your first car, used to mean freedom. But now, traffic, parking, and operational costs, mean that car ownership has become a burden, far from the freedom it represented. Ridesharing makes it possible to get around without owning a car, which gave us the tagline, “riding is the new driving.”
After landing on the #RidingistheNewDriving insight, we could really get our hands dirty.
Next step? Concepting. The core creative team worked closely with Made Movement, our agency of record, to ideate. After thinking through dozens of ideas, we landed on our final concept.
But what will the spot look like? The next step was to go through the extensive process of choosing a director. In the end, Dante Ariola from MJZ was awarded the job. The Lyft team, Made, and Ariola worked closely together to lock down final treatment. Jesse McMillin, our VP, Creative Director, says inspiration for the spot came from a popular style in the 1960s by filmmakers like:
Production time! Once the treatment was ironed out, we could lock down shoot location and cast, and pre-production then recapped everything down to the exact framing and expectation for each shot.
The commercial was shot over two days beneath an overpass in Los Angeles, using 50 cars, dozens of cast members, two clowns, and one giraffe named Tiny.
Post-production. We considered over 30 tracks to find the perfect complement to the film, finally landing on “Di-Gue-Ding-Dong” by French composer Michel Legrand. Legrand is best known for his Oscar-winning work in The Thomas Crown Affair.
McMillan explains, "For us, this represents the next logical step along the road of just becoming a great global brand.” The hope is that someone will see this and think, "This is a fun brand!" and that will be carried with them into the car.
We hope you enjoy it.