Two is Too Few: Celebrating Pride 2019 - Lyft | Clapboard Ad Archive

Lyft’s Two is Too Few: Celebrating Pride 2019 campaign is a standout effort within the travel and leisure market category that leverages film to champion inclusivity and authentic representation of the LGBTQ and gender-nonconforming community. Released in the United States in June 2019, the campaign centers on real members of this community, blending archival footage sourced from the GLBT Historical Society with contemporary voices, including viral personality Vogue Boy, who reflects on the importance of visibility and historical recognition. Lyft’s narrative is anchored in the brand’s commitment to affirming personal identity through tangible actions—introducing optional pronouns in its app and partnering with the National Center for Transgender Equality to assist drivers in updating their legal documents to reflect their true identities. These initiatives position Lyft not merely as a transportation provider but as a progressive advocate within the public interest domain, fostering a culture where every rider and driver experiences respect and acknowledgment. Musically, the campaign’s use of Jackie Shane’s 1969 track New Way of Lovin’ enriches the film’s cultural resonance by connecting past struggles and expressions of gender identity with present-day realities, deepening the emotional impact and authenticity of the message. What Clapboard’s taxonomy would classify as FORMAT#10 ASSOCIATED USER IMAGERY is employed strategically to create an aspirational yet relatable connection with the target audience, focusing on authentic user profiles rather than product features or plot-driven storytelling. This approach underlines Lyft’s dedication to inclusivity by spotlighting lived experiences and identities that align with the brand’s values, reinforcing its role as a platform that supports and uplifts marginalized voices in transportation. The campaign earns 72/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how a brand in the travel sector can embed social responsibility into its core communications while advancing representation and equity in ways that extend beyond traditional advertising narratives.