Wild Bill was 1995, he wasn't that grey.jeff has done 90 movies http://www.imdb.com/name/nm0000313/
it appears to be a fairly recent one, so if not True Grit (where he worn an eye patch), it could be Wild Bill (but he didn't have a beard in that one, i don't think)
That's it, a commercial for Lyft called Riding West.It's from a recent television commercial for Lyft or Uber (can't remember which).
right he is!!!