There’s no denying that Jeff Bridges has literally become the character that we see him play in this Lyft ad. His various roles over the decades have led him on this path and now it’s hard to imagine him without the deep grumble and beard. But that’s not a bad thing. In fact, it can come in handy, especially when you’re looking for the perfect characterization of an idea. And Lyft didn’t have to think too hard of a celebrity when they came up with this concept of a wagon train, traveling via the Oregon Trail in the old west. Who could play this part and deliver a spot-on performance?

Even though Jeff Bridges is our favorite part of this ad, we appreciate that Lyft used the old west as the setting. The tone is calm and you, as the viewer, get the sense that Bridge’s character is talking through time and explaining the need for choosing the right transportation service. Conceptually, it connects nicely to present day and the dilemma you might feel between Uber and Lyft. Can making a decision to go with Uber mean you’ll end up stranded, buzzards circling, drinking rain water out of your boot? That’s an equation we’re not really equipped to answer, but it definitely bridges time and leaves us with the mental picture we have of making a poor choice.

Have an opinion? What do you think of this ad? Does it drive you to choose Lyft over other transportation services out there?