DoorDash All The Ads (case study) - DoorDash Canada | Clapboard Ad Archive
DoorDash’s All The Ads campaign, created with Wieden+Kennedy Portland for the 2024 Super Bowl, reframed the brand’s market position from restaurant delivery stalwart to a boundaryless delivery platform in a single, audacious sweep, leaning into the new Your Door to More brand platform through a live, mass-scale feat that went beyond declarative messaging. The creative lever was pure demonstration at peak cultural intensity — a move that sits squarely in Clapboard’s FORMAT#1 DEMONSTRATION, which directly proves a product’s benefits with maximal transparency — by orchestrating a national contest to deliver every product advertised on-air during the Super Bowl, from barrels of snacks to literal new cars, all bundled as an evolving jackpot for one eventual winner. In the weeks leading to the game, as each participating brand revealed its planned Super Bowl spot, DoorDash added the brand’s product to a public tally, fueling anticipation and viral speculation as prize value and absurdity climbed in real time, with everything from candy to 60 pounds of mayonnaise and four separate automobiles going into the literal DoorDash cart. On game day, the campaign reached fever pitch across television, digital, and social, with regular live updates chronicling the deal as advertising’s equivalent of a snowball rolling down Everest, growing momentum and earned attention well before DoorDash’s actual 30-second slot aired deep in the fourth quarter. The commercial itself maintained a stripped-back, no-nonsense focus, directing viewers to a custom URL and inviting them to enter an intentionally difficult promo code — a tactical stroke that exploded across social channels, prompting millions to pause, rewind, debate, meme, speculate, and ultimately collaborate in a crowdsourced codebreaking exercise that extended engagement far beyond the broadcast window and turned passive audiences into active brand participants. Rather than merely injecting itself into the Super Bowl conversation, DoorDash catalyzed its own cultural moment, triggering 11.9 billion earned media impressions, over 8 million contest entries, nearly 300 million social engagements, and captivating the full reach of 117 million viewers — more than validating its ambition to prove the ubiquity and capability of a brand that now promises to deliver anything, not just food. Bringing together real-world logistics, interactive digital experiences, and a surging media strategy, DoorDash and Wieden+Kennedy Portland set a new standard for performance-driven, omnichannel activation in the food and drink market category, sweeping major recognition at Cannes Lions, D&AD, The One Show, and the ANDY Awards as the campaign shifted category perception in one, culture-saturating move. Clapboard rates this 91/100. For a sector long reliant on familiar category claims, All The Ads demonstrates how putting proof at the heart of a culturally tuned event can permanently rewire what consumers believe a delivery brand is capable of doing.
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