Serial Cut Glows with Lyft
Rideshare apps have changed how accessible travel is to the average rider. We no longer have to scour the streets for available cabs or the yellow pages for drivers. Instead, our next trip is at the tip of our fingers when we log into our phones. But once you hail a ride: how do you find the car that’s come to pick you up? Lyft has solved that with Lyft Amp, a window display in the driver’s car set to alert the passenger they’re picking up. The brand most recently contracted Serial Cut to help them promote the new service and the results are glowing.
Most riders have to read practically every license plate that drives by them when searching for their ride, but the Lyft Amp emits a colored light to make it easier. Serial Cut jumped on that feature and showed it off without even picturing the product in the trio of ads. Instead, Serial Cut created a series of three dimensional CGI cityscapes, in locations familiar to rider shares. There’s one at the airport, another in a skyscraper downtown district, and a third in a more residential neighborhood. Each cityscape shows a glow coming from the street showing a Lyft driver coming to pick up their passenger.
Each ad is angled to the massive fleet that works with Lyft to turn their cars into moneymakers, creating a sense of industry and self-reliance, while also tugging on the pride that comes with personal responsibility. By hiding the car in each composition, Serial Cut allows the audience to imagine themselves as the driver, picking up their new passenger, creating a relationship with a customer and engaging self-reliant industry – all while lighting up someone’s trip to their next adventure.