An Atlanta woman orders up a Lyft ride. Her driver is a 7-footer named "Goose," who sports a long beard, shades and a bandana and describes himself as an off-duty cop.
He also looks and sounds eerily like NBA legend Shaquille O'Neal, though not enough for the passenger to suspect anything.
Then the disguise comes off, and -- kazaam! -- O'Neal reveals himself as the "undercover" driver. Afterward, he shares laughs and selfies with his dupe, and then repeats the pattern with other clients and disguises.
It's the latest installment of "Undercover Lyft," an online video campaign from the 4-year-old ride-hailing service, which drew a $500 million investment from General Motors this year and is collaborating with the automaker on projects including rental fleets and autonomous taxis.
As established as Lyft and the broader ride-hailing industry appear to have become, the video campaign retains the whimsy of a disruptive startup still clamoring for attention -- but with big-budget stars. Other installments feature celebrity drivers such as NFL Hall of Famer Jerry Rice, Seattle Seahawks cornerback Richard Sherman and race car driver Danica Patrick.
Gina Ma, Lyft's director of marketing strategy and operations, said the tenor of the campaign reflects a still-young company that emphasizes the connection between passenger and driver, more than the efficiency of point-to-point transportation, and doesn't like to take itself too seriously.
Ma spoke with Staff Reporter Vince Bond Jr. about Lyft's role as a disruptor in the auto industry and its marketing challenges.