Who: DoorDash, with Hard Work Club for strategy and creative; Spy Films for production (directed by Henry Scholfield); SNDWRx for audio; Wavemaker for media.
What: “One Delivery in Three Acts,” a campaign consisting of three 30-second spots—"The Party," "The Order" and "The Dash"—that combine to tell the story of a DoorDash delivery from three perspectives: the customer, the restaurant, and the "Dasher."
What: “One Delivery in Three Acts,” a campaign consisting of three 30-second spots—"The Party," "The Order" and "The Dash"—that combine to tell the story of a DoorDash delivery from three perspectives: the customer, the restaurant, and the "Dasher."
When & Where: The buy primarily focuses on English- and French-language TV, with a heavy emphasis on sports. The campaign launched on Jan. 10 with the first two spots, while the third spot will be rolled out during the NBA All-Star Game on Feb. 18. All three spots are set to air during the game.
Why: The campaign's primary aim is to depict the process that brings the goods ordered by DoorDash customers to their door, inspiring them to celebrate the merchants and Dashers who make it happen.
“We knew early on that we wanted to show one story from three different perspectives. The category norm is to show only the customer, as if the food arrived by magic. But DoorDash, as a brand, delves deeper,” said Meghan Kraemer, co-founder and executive creative director with Hard Work Club. “This was a fresh opportunity to hero each person impacted by a single order—from the customer, to the merchant and the Dasher. The concept of a three-act play flowed from that initial intent.”
How: To hammer home the message, DoorDash and Hard Work Club envisioned a very specific situation for their spots: the birthday cake for an impending party has been ruined, and the hosts now need to scramble to replace it. Over the three acts, the campaign showcases how restaurant and Dasher come together to ensure that the party isn’t ruined for the guest of honour, showing the effort it takes to deliver on that level.
The first spot begins with a cake being ruined by an errant shot from a slingshot and a mom requesting a replacement via DoorDash. The second shows people at the bakery making the cake, while the third shows the "Dasher" delivering it to customers.
Each spot is soundtracked by a different version of the classic Sam & Dave song "Hold On I'm Coming," while all of the action unfolds on an elaborate neighbourhood set designed by renowned Toronto production designer Jay Pooley.
Why break the story up into three separate spots? “The episodic approach allowed for us to create meatier stories while working within the constraints of 30 (or even 15) seconds and bring the highly crafted approach which is intrinsic to the DNA of the Hard Work Club,” Kraemer said.
And we quote: “It can feel like you push a button and just like that, a delivery arrives at your door,” said Heather Cameron, head of brand and creative at DoorDash Canada. “But of course, there is a whole neighbourhood hustling to make that happen. This work gives merchants and Dashers their due, putting a magical spotlight on the whole flywheel that makes what we do possible.”
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