See DoorDash's Super Bowl ad that hypes grocery delivery
Matty Matheson from Hulu’s “The Bear” is just one of the celebrity stars in DoorDash's Big Game ad.
JimMin
DoorDash is returning to the Super Bowl for the first time since its Big Game debut in 2021. The delivery service’s new ad stars Matty Matheson of Hulu’s hit series “The Bear,” Raekwon The Chef of the legendary rap group Wu-Tang Clan and Nickelodeon’s stop-motion-animated Tiny Chef.
The commercial is centered around the chefs leading a “Dasher” through a grocery shopping trip. As they debate which items they think the customer wants, it becomes clear that the Dasher is the one who is the expert. For example, when debating which type of beans to get, Raekwon suggests baked beans and the Tiny Chef suggests jelly beans. The Dasher knows that the customer they’re shopping for actually wants fava beans.
The 30-second ad, “We Get Groceries,” was created by DoorDash’s agency of record, The Martin Agency, and DoorDash’s in-house creative studio, Superette.
David Bornoff, DoorDash’s head of brand marketing, did not specify when, exactly, the spot will air in the Big Game. He also declined to disclose details about the campaign’s level of ad spend.
DoorDash laid off 1,250 people at the end of 2022, making a notoriously pricey Super Bowl ad buy a bit of a head-scratcher. DoorDash bought the ad to promote its grocery business, Bornoff clarified.
“We try to prioritize our channels and our buys based on what the message is that we have to say; and introducing grocery is a huge moment for us,” Bornoff explained. “And what bigger audience can you find than the Super Bowl?”
DoorDash will use the spot’s celebrities as influencers, too, having them amplify the campaign on their own channels, such as TikTok, Instagram and Twitter.
