TOW #24: "Life is Better When You Share the Ride"

Ride-sharing apps are becoming increasingly popular in the United States, with that group headed by Uber, known for its on-demand pickups. Lyft is another rising option, with its popularity growing steadily. Recently, controversy surrounding Uber's treatment of female workers (as well as their possible endorsement of Trump) has led many politically-conscious ridesharers to choose Lyft over Uber.

Lyft released a commercial early this year that reiterates the things they take pride in for their company: diversity, inclusion, and connection in an age where we seem all-too unconnected. Lyft's commercial, entitled June, makes use of warm colors, bright visuals, and appeals to pathos in its storyline in order to effectively portray Lyft's goals and encourage ridesharers to use Lyft.

The commercial features a heartwarming storyline of an old woman named June whose car is involved in an accident. Finding herself stranded without transportation, she uses Lyft for the first time, and discovers the abilities it has for meeting new people in her city. The appeals to pathos are evident, with the backstory of a widowed woman who eventually finds she has the power to connect to people through something as simple as a ridesharing app. The music is endearing and chosen selectively for each moment, highlighting the all-too human ordeals that June faces.

The colors of the video are warm and inviting, which works well because this commercial was shown primarily before YouTube videos. The fact that it was so visually appealing means there is a good chance the viewer will not be as tempted to skip ahead to their video. The bright, childlike visuals and illustrations are happy and endearing, and allow for the audience to connect tremendously with the events in the commercial. Each moment is timed perfectly with visuals, music, and storyline syncing up to produce a heartfelt short film and effectively entice audiences to use Lyft.