US delivery service DoorDash stole the thunder of many other Super Bowl advertisers this year, offering one lucky person all the products promoted in all the ads by all the brands during the game on 11 February 2024.
The idea behind “DoorDash all the ads” was simplicity itself, but no less powerful for that. As well as appealing to consumers looking to win big, the concept was completely on-brand, demonstrating how people can get just about anything delivered by DoorDash, from meals and groceries to healthcare and medicine products.
A 30-second movie trailer-style spot – all seismic shifts and big orchestration – opened with a shopping bag sitting in the desert. The ground erupts, lifting the many prizes high into the air: a packet of M&M's, a bar of Dove, a bottle of Michelob Ultra, a Kia EV9 SUV.
“DoorDash can door-dash pretty much anything,” sound the gravely, stentorian tones of Laurence Fishburne in full Morpheus-from-The Matrix mode, opening doors in this instance to a world of free stuff, rather than a dystopia of killer AI.
“So this year during football’s biggest event, DoorDash will door-dash stuff from all the ads, all to one winner… All the snacks, every automobile, a tax service…”
Then, in perhaps something of a tacit admission that the whole thing is borderline ridiculous, Fishburne adds: “And who knows what else… we haven’t fully thought this thing through yet.”
The ad was created in partnership with Wieden & Kennedy Portland and directed by Mike Diva. The campaign, which also included partnerships with more than a dozen brands and social elements, has picked up international recognition, including yellow and graphite Pencils at the D&ADs.
The idea at the centre of “DoorDash all the ads” was far from subtle, but that was entirely deliberate. This is a knowingly bombastic offer done in bombastic style, with a nod and a wink.
Agency Wieden & Kennedy Portland
More:
Find all of ±±¾©Èü³µpk10's Cannes Lions coverage in one place here
_1.jpg)
.jpg)
