Who better than Billie Jean King, winner of 39 Grand Slam titles, to reframe the picture of aging?

A pioneer in women's tennis and a strong advocate for pay equality, King has yet to slow down.

Now, at 81, she's sharing her rules of the game — and pitching Lyft Silver, a service geared to seniors. It provides easier access in and out of cars, a simplified interface of larger app fonts and one-click live phone support.

Two Cats Productions did the creative for the “Silver is Gold” social campaign.

“Using Lyft Silver gives me the peace of mind that I can order a car on an app that’s built for my generation and arrive confidently," King said.

From September 1-7, riders get $10 off a Lyft Silver ride with the code Grandparents.

"That conversation about giving up car keys is happening in 60 million households across America," says Lyft CEO David Risher, whose personal experience with his mom inspired the creation of Lyft Silver. "We built Lyft Silver to ensure that conversation doesn't have to mean the end of independence."