DoorDash All The Ads Rewrote the Super Bowl Commercial Playbook
DoorDash's "All The Ads" is a 2024 integrated Super Bowl campaign created by Wieden+Kennedy Portland that invited one US resident to win every product advertised during Super Bowl LVIII by cracking a promo code revealed inside DoorDash's own fourth-quarter commercial, transforming a single brand spot into a live sweepstakes spanning every advertiser in the game.
The campaign launched in the United States on February 11, 2024, timed precisely to football's highest-profile broadcast moment. DoorDash, operating as a leading local commerce platform, structured the activation around a sweepstakes at doordash-all-the-ads.com, where one winner — open to US residents and DC residents aged 21 and over — could claim items drawn from every other brand's commercial aired during the game, covering categories as varied as automobiles, snack foods, desserts, self-care products, and financial services. The mechanic required participants to enter a notably long promo code, which was first displayed in shortened form during the in-game spot before being extended to incorporate references to advertised products as the broadcast progressed.
This was DoorDash's third appearance as a Super Bowl advertiser, and it marked a deliberate escalation in creative ambition. Rather than producing a conventional 30- or 60-second brand film, Wieden+Kennedy Portland engineered a campaign architecture that co-opted the entire commercial break ecosystem, making every competing advertiser an involuntary participant in DoorDash's own brand story. The campaign earned a Clapboard Score of 82 out of 100, reflecting its structural originality, award performance, and cross-platform integration. The activation operated under DoorDash's broader "Your Door to More" brand platform, according to peterfisk.com, reinforcing the company's strategic repositioning from restaurant-delivery specialist to universal local commerce provider across the US market.
DoorDash held more than 65% of the US meal-delivery market at the time of the campaign's launch, according to data cited by zintego.com. That dominant position created a strategic paradox: strong market share but persistent consumer perception that DoorDash was primarily a restaurant-delivery app rather than a platform capable of delivering groceries, convenience goods, alcohol, retail products, and beyond. Kofi Amoo-Gottfried, Chief Marketing Officer at DoorDash, articulated the brief directly, stating the campaign aimed to "drive a reappraisal for DoorDash" and that "you can get everything on DoorDash — we've evolved beyond more than restaurants," as reported by peterfisk.com.
Amoo-Gottfried also noted a consumer truth that anchored the entire creative concept: "we've spent close to 60 years watching all these ads, but I've never been able to get everything," as reported by peterfisk.com. That observation identified a gap between advertising desire and commercial fulfilment that DoorDash alone was positioned to close. The Super Bowl — the single most-watched advertising event in the United States — was the logical venue to demonstrate that proposition at scale.
In the United States, the online food and delivery services sector has expanded well beyond restaurant meals, with platforms including Instacart and Uber Eats intensifying competition for the broader local commerce category. The global online food-delivery market was estimated at $380.4 billion in 2024 with a forecast compound annual growth rate of 9.0% through 2030, according to Grand View Research, underscoring the scale of the opportunity DoorDash was asserting its right to lead. By constructing a sweepstakes that required consumers to watch and engage with every other advertiser's spot, DoorDash operationalised its "deliver anything" proposition in real time rather than simply claiming it.
Wieden+Kennedy Portland built the "All The Ads" campaign around a mechanic that was simultaneously simple in concept and elaborate in execution. The agency's creative team, working alongside DoorDash CMO Kenny Mitchell, divided the full list of confirmed Super Bowl LVIII advertisers and contacted brands individually to secure permission to include their products in the sweepstakes prize pool, according to Ad Age. That process transformed what might have appeared to be an opportunistic stunt into a structured, rights-cleared commercial enterprise involving coordination across multiple major advertisers simultaneously.
The campaign film deployed Laurence Fishburne as the voice of the spot, lending the promo-code reveal sequence an authoritative and cinematic register. Fishburne himself stated that "DoorDash can door-dash pretty much anything," as reported by shots.net, grounding the campaign's expansive premise in a single declarative line that also served as the brand's repositioning statement. His casting underscored Wieden+Kennedy's intent to treat the Super Bowl commercial not as a product demonstration but as a cultural moment with its own entertainment value.
The teaser film released ahead of game day — the asset documented in DoorDash's campaign materials — functioned as both a standalone brand communication and a participation prompt, directing viewers to doordash-all-the-ads.com and seeding the promo-code mechanic before the live broadcast began. The integrated structure spanned film, digital, and social channels, with DoorDash's presence across Facebook, Twitter, Instagram, and TikTok amplifying the sweepstakes mechanic throughout Super Bowl Sunday. The teaser alone accumulated 188,470 views and 442 likes on YouTube, according to campaign documentation. The campaign was developed under DoorDash's "Your Door to More" platform, according to peterfisk.com, ensuring that the Super Bowl execution connected to a durable brand architecture rather than existing as a one-off activation.
DoorDash's "All The Ads" campaign won the Titanium Grand Prix at Cannes Lions 2024, according to The One Club — the most prestigious award in the Cannes Lions system, reserved for work that changes the industry's direction. The campaign's award performance extended across multiple major shows. At The One Show 2024, the campaign won the Best of Integrated and Omnichannel Discipline Pencil, a Gold Pencil for Integrated and Omnichannel Campaign, a Gold Pencil for Film and Video Innovation in New Ideas in Film, and a Silver Pencil for Branded Entertainment, all according to oneclub.org. The campaign was also entered across Direct, Integrated, and Media categories at D&AD 2024, according to dandad.org.
No single verified consumer-reach or sales-uplift figure for the campaign is publicly available beyond the documented teaser video metrics. What the award record does confirm is that the industry's most rigorous creative juries, evaluating the campaign against global competition, identified "All The Ads" as a structural innovation in integrated advertising rather than simply an effective Super Bowl execution. The Titanium Grand Prix citation in particular reflects the jury's assessment that the campaign altered how brands might think about the Super Bowl commercial format entirely — converting a passive viewing context into an active, nationwide participation mechanic.
Structurally, the campaign's effectiveness rests on three reinforcing elements: the sweepstakes mechanic incentivised sustained engagement across the full broadcast; the promo-code device gave consumers a reason to pay attention to every other commercial; and the prize architecture demonstrated DoorDash's "deliver anything" positioning through direct, tangible proof rather than brand assertion. The Clapboard Score of 82 out of 100 reflects this combination of creative originality, executional discipline, and verified award recognition.
DoorDash's "All The Ads" is a 2024 Super Bowl sweepstakes campaign created by Wieden+Kennedy Portland. It offered one US winner every product advertised during Super Bowl LVIII. Participants entered via a promo code revealed during DoorDash's own fourth-quarter commercial, covering categories from cars to snacks to financial services.
DoorDash's "All The Ads" won the Titanium Grand Prix at Cannes Lions 2024, according to oneclub.org. The Titanium Grand Prix is the highest distinction in the Cannes Lions system, awarded to work judged to change the direction of the advertising industry. The campaign also won multiple Pencils at The One Show 2024.
Wieden+Kennedy Portland created the DoorDash "All The Ads" campaign for Super Bowl LVIII in 2024. The agency coordinated with DoorDash CMO Kenny Mitchell to contact Super Bowl advertisers individually and secure rights to include their products in the sweepstakes prize pool, according to adage.com.
Laurence Fishburne provided voice acting for the DoorDash "All The Ads" campaign film. Fishburne stated that "DoorDash can door-dash pretty much anything," as reported by shots.net. His casting gave the promo-code reveal sequence a cinematic authority consistent with the campaign's ambition to treat the Super Bowl spot as a cultural moment.
DoorDash's "All The Ads" aimed to reposition the platform beyond restaurant delivery toward universal local commerce. CMO Kofi Amoo-Gottfried stated the campaign sought to "drive a reappraisal for DoorDash," as reported by peterfisk.com. DoorDash held more than 65% of the US meal-delivery market, according to zintego.com, but faced perception as a restaurants-only service.
DoorDash displayed a shortened promo code during its Super Bowl LVIII fourth-quarter commercial, which was subsequently extended to incorporate references to other advertised products throughout the broadcast. Consumers entered the full code at doordash-all-the-ads.com for a chance to win every item advertised during the game, open to US and DC residents aged 21 and over.
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