"It matters how you get there," actor Jeff Bridges declares at the end of a new Oregon Trail-themed TV ad for ride-hailing company Lyft set to debut during NFL games this Sunday.

Our thought bubble:The ad takes aim at rival Uber's recent troubles over some of its potentially illegal practices (it's faced multiple probes and lawsuits in the last six months). Uber has often been described as having an aggressive culture focused on the ends over the means, something Lyft is suggesting may be the wrong attitude. The new ad also contrasts with a spot Lyft released last year in which it portrayed rival Uber in a much more obvious terms—three business executives sad around a dark-walled conference room at "Ride Corp.," spying on Lyft's customers.