DoorDash All The Ads Turned the Super Bowl Into a Delivery Stunt
DoorDash All The Ads is a 2024 Super Bowl campaign created by Wieden+Kennedy Portland that offered one winner every product advertised during the broadcast, delivered via DoorDash, spanning 76 brands and items ranging from cars to 60 pounds of mayonnaise, proving the platform's ability to deliver far beyond restaurant meals.
The campaign launched in the United States as the flagship activation of DoorDash's new brand platform, Your Door to More. Where DoorDash had long been synonymous with restaurant delivery, the Your Door to More platform asserted a broader identity: a service capable of delivering virtually anything a consumer might want. The Super Bowl, the single largest advertising moment in the American calendar, provided the ideal stage. Rather than simply declaring this expanded capability in a conventional 30-second spot, DoorDash chose to demonstrate it in real time, at scale, and with a degree of absurdity that matched the occasion.
The mechanics unfolded across multiple days. In the lead-up to Super Bowl 2024, as participating brands confirmed their presence in the broadcast, DoorDash publicly added each advertised product to a growing cart on the campaign's dedicated microsite, doordash-all-the-ads.com. Anticipation built with every addition. During the game itself, the cart continued to grow in real time as ads aired, accumulating a prize that ultimately spanned 76 brands. When DoorDash's own 30-second film aired in the fourth quarter, it directed viewers to the microsite and instructed them to enter a promo code — a code that, by deliberate design, was not straightforward to find. The difficulty of the code became the campaign's most powerful mechanic, generating hours of collective problem-solving, social media speculation, and earned conversation that extended far beyond the broadcast window. Clapboard rates DoorDash All The Ads at 91 out of 100, recognising it as one of the most structurally sophisticated brand campaigns of the 2024 Super Bowl cycle.
DoorDash entered Super Bowl 2024 with a strategic problem that went deeper than awareness. The platform faced a category perception gap: despite expanding its delivery catalogue well beyond food, consumers in the United States continued to associate the brand primarily with restaurant delivery. Competitors including Uber Eats and Instacart had each staked claims to adjacent delivery categories, with Uber Eats pursuing grocery and convenience aggressively across the US market. DoorDash required not just messaging but proof.
The insight behind All The Ads was deceptively simple. The Super Bowl is the one moment in American culture when television advertising itself becomes the content. Viewers do not merely tolerate commercials during the game; they discuss them, rank them, and share them. By embedding DoorDash's demonstration inside that meta-conversation — turning every other brand's ad into evidence of DoorDash's delivery range — Wieden+Kennedy Portland converted 76 competing advertisers into involuntary proof points for DoorDash's Your Door to More platform. The campaign did not need to argue that DoorDash could deliver cars, candy, and mayonnaise. It simply offered to do so.
The food delivery and broader local-commerce category in the United States was intensely competitive at the time of the campaign. According to Grand View Research, the online food delivery market was a substantial and growing sector, with platform-to-consumer services representing the dominant and fastest-expanding revenue segment. Uber Eats represented a significant competitive benchmark, particularly given its scale across the US market. Against that backdrop, DoorDash's decision to use the Super Bowl not as a media buy but as a product demonstration reflected a strategic confidence in the Your Door to More brand platform and a recognition that earned media, rather than paid reach alone, would determine the campaign's ultimate impact.
Director Mike Diva helmed the 30-second film that served as the campaign's on-air centrepiece, with production handled across three companies: Lord Danger, Modern Logic, and The-Artery, as documented in the campaign archive on Clapboard. Post-production and visual effects were managed by Modern Logic and The-Artery. Editor Andrew Henry cut the spot, and music production was delivered by Field Day Sound, with David Dahlquist credited as composer in the campaign archive.
The creative execution was notable for its deliberate restraint at the point of broadcast. The film itself was simple and direct: it told viewers to visit doordash-all-the-ads.com and enter a promo code. The complexity and the entertainment value were not contained within the 30-second window but distributed across the entire campaign ecosystem. The promo code was intentionally difficult. Some viewers expressed frustration. Many produced memes. Most, however, engaged in collaborative code-cracking, forming communities in person and across social platforms to work out the answer together. The 30-second ad functioned less as a conventional commercial and more as the inciting incident for a participatory experience that consumed hours of audience attention.
Zeynep Orbay, creative director at Wieden+Kennedy Amsterdam, reviewed the campaign positively in The Drum's December 2024 selection of the best ads of the year, describing it as a product demonstration executed in an unusually creative, impactful, and entertaining way, and specifically highlighting its alignment with the Super Bowl moment and the depth of engagement it generated. The campaign ranked sixth in The Drum's list, as reported by The Drum on December 23, 2024. Neal Arthur, Chief Executive Officer of Wieden+Kennedy, cited All The Ads as his favourite prior-year Super Bowl campaign in an interview with Fortune published February 7, 2025, noting its ability to prove who you are as a company and what you believe in.
DoorDash All The Ads surpassed its stated goals across every reported metric. According to DoorDash's own campaign documentation, cited on Clapboard, the activation generated 11.9 billion earned impressions, drew more than 8 million entries to the competition, produced nearly 300 million earned social impressions, and reached an audience of 117 million viewers across the Super Bowl broadcast and subsequent coverage. These figures position the campaign among the most measurably effective brand activations in recent Super Bowl history.
The awards record confirms the industry's assessment. According to Ads of the World and Clapboard, the campaign received the Titanium Grand Prix at Cannes Lions 2024, the festival's highest single-campaign honour, alongside Gold and Silver Lions in Brand Experience and Activation, Gold and Bronze in Direct, two Silver Lions in Social and Influencer, a Silver in PR, and six additional shortlists. According to the One Club, the campaign also received a Yellow Pencil and two Graphite Pencils at D&AD 2024. The Drum ranked the campaign sixth among the best ads of 2024, as reported in its December 23, 2024 editorial. The structural effectiveness of the campaign rested on a single insight executed without compromise: by making the prize real, the code difficult, and the participation collective, DoorDash converted a media spend into a sustained cultural event that generated earned reach at a scale that paid placement alone could not have produced.
DoorDash All The Ads was a Super Bowl 2024 campaign by Wieden+Kennedy Portland that offered one winner every product advertised during the broadcast, delivered via DoorDash. The prize spanned 76 brands and included items as varied as cars and 60 pounds of mayonnaise, demonstrating the Your Door to More platform's broad delivery capability.
DoorDash aired a 30-second film in the fourth quarter directing viewers to doordash-all-the-ads.com to enter a promo code. The code was intentionally difficult to find, prompting collective problem-solving across social media and in-person groups, turning the entry mechanic into a prolonged engagement event that extended well beyond the broadcast.
DoorDash All The Ads generated 11.9 billion earned impressions, according to DoorDash's own campaign documentation. The activation also produced more than 8 million competition entries and nearly 300 million earned social impressions, surpassing the campaign's stated goals across every reported metric.
DoorDash All The Ads won the Titanium Grand Prix at Cannes Lions 2024, the festival's highest single-campaign honour. According to Ads of the World and Clapboard, it also received Gold and Silver Lions in Brand Experience and Activation, Gold and Bronze in Direct, two Silver Lions in Social and Influencer, and a Silver in PR.
Mike Diva directed the 30-second film at the centre of DoorDash All The Ads. Production was shared across Lord Danger, Modern Logic, and The-Artery, with editing by Andrew Henry and music by David Dahlquist through Field Day Sound, as documented in the campaign archive on Clapboard.
Your Door to More is DoorDash's overarching brand platform, repositioning the service beyond restaurant delivery toward broader local commerce. DoorDash All The Ads served as its Super Bowl launch activation, using the live delivery of 76 advertised brands' products as concrete, real-time proof of the platform's expanded delivery promise.
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