'The Mindy Project's' Fortune Feimster Stars in New Lyft Ad Campaign

The spot was created by Mark and Jay Duplass' creative shop, Donut.

Lyft is using a little comedy to spread the word about its cause-driven initiative, Round Up & Donate. 

The transportation startup has released a new digital advertising campaign promoting Round Up & Donate that stars comedian Fortune Feimster. In the video — created by Mark and Jay Duplass' creative shop, Donut —  The Mindy Project actress rides shotgun in a convertible as she sings about how Lyft passengers can donate to the charity of their choice during their rides. 

"One of the goals coming in was to have a point of view that would get people excited to give. Therefore we wanted to work with someone who would bring a sense of humor," says Lyft executive creative director Ricardo Viramontes. "There's a lot of information packed in, but it's delivered in a way that is entertaining and funny." 

Lyft launched the Round Up & Donate initiative in March this year. Participating passengers agree to let Lyft round their fare up to the nearest dollar and donate the extra change to a participating charity of their choice. Since the campaign began, more than 770,000 people have participated, raising more than $2 million for programs that include the ACLU Foundation, Girls Who Code, Habitat for Humanity and the American Red Cross.

To accelerate awareness about the program, Lyft tapped Donut to create a campaign. The creative shop, which is bringing the Duplass brothers' signature style to branded and shortform content, debuted its first campaign, for Amazon Echo, over the summer. 

Donut co-founder and creative director Charlie Leahy says the Duplass' relationships in the Los Angeles creative community helped them land Feimster for the spot. "She is an amazing talent," he says, noting that she gave them more material than they needed. "It's not just about making one piece but about making as much out of that day as possible." 

Feimster appears in three different spots of varying lengths. The paid campaign will run through Dec. 15 across social and digital platforms. 

Watch the full, 30-second spot below. 

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