As part of the celebration of the U.S. Navy’s 250 anniversary, the Navy Recruiting Command on Monday launched a nationwide, virtual ad takeover of the Lyft ride-share app.    

When a Lyft rider in the U.S. opens the Lyft app and accesses the Ride Request screen, the user will see a Navy 250th Birthday banner. And when viewing available rides, users will see Navy ships and aircraft instead of the usual Lyft vehicle icons. Once users have requested a ride, they will view a short Navy video with branded messaging. A button and call-to-action will invite riders to Explore Navy Careers.   

The campaign was developed in collaboration with the Command’s creative and media agencies VML and Wavemaker, both part of WPP.   

“For 250 years, the Navy has been a symbol of strength, service, and forward motion,” said Rear Adm. James Waters, Commander, Navy Recruiting Command. “Partnering with Lyft allows us to celebrate that legacy in a modern way – meeting Americans where they are and reminding them that our Navy’s story is still being written by those who answer the call to serve.”   

“More than 26 million Americans actively use Lyft to get where they’re going,” added Ryan Blum, Chief Creative Officer at VML. “And for 250 years, the Navy has used its fleet to move this country forward. Now we’re fusing those two forces – turning carriers and fighter jets into the ultimate ride and showing what’s possible when you choose to be a Sailor.”