‘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.

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