Lyft needles Uber with advert staring Tilda Swinton and Jordan Peele

Technically Incorrect presents a barely twisted tackle the tech that is taken over our lives.


She needs you to journey on the precise facet.


Lyft/YouTube screenshot by Chris Matyszczyk/CNET

Lyft is set to be seen because the ridesharing firm that is holier than thou. Properly, holier than Uber, a minimum of.

With its larger and considerably much less likable rival coping with but extra controversy on the board stage, Lyft has launched the second advert in a marketing campaign that does not point out Uber, however clearly goals for it.

Within the first advert, we noticed Jeff Bridges — the 1836 model — insisting that it issues whom you journey with.

This time, now we have Tilda Swinton and Jordan Peele orbiting the moon in 1971. It is all slightly severe, in a dryly comedian method.

“With out drivers, there isn’t any moon touchdown, no big leap for mankind,” explains Peele. 

Properly, there’s additionally no automobile accidents, site visitors jams and highway rage. Is not this a slight stretch? Not for Lyft, it appears. 

Swinton presents her personal posh-voiced depth. “When you select to journey with the precise individuals, who do issues for the precise causes, you will at all times find yourself in the precise place,” she says.

Oddly, I have been in each Ubers and Lyfts and each firms’ drivers appear to have acceptable grasp of GPS. However I suppose she’s floating within the ethical dimension.

Nonetheless, by embracing historical past Lyft appears to hope you will imagine its extra pleasant ethos will show to be on the precise facet of it. 

Uber did not instantly reply to a request for remark.

It isn’t simple, although, for Uber to at the moment challenge something, given its inner turmoil. The corporate’s first chief model officer, former Apple Music government Bozoma Saint John, admitted final month that there is a lot to do. One drawback, in fact, is deciding the place to begin. 

Saint John says she’s engaged on “humanizing” Uber. With the corporate’s penchant for fixed scandal, historical past suggests she’s in for a really bumpy journey.

Technically Incorrect: Bringing you a contemporary and irreverent tackle tech. 

Batteries Not Included: The CNET crew reminds us why tech is cool.

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