Food delivery app DoorDash has just launched its latest campaign to ring in the start of the NFL season with former New England Patriots General Manager Bill Belichick as a "Fan Coach."
Led by Superette, the brand's in-house creative studio, a set of six spots directed by Pete Marquis places the legendary coach back in the seat to give fans advice.
In a press release, Belichick described his excitement to work with the brand, which has mastered the playbook of bringing perfect game day experiences right to people's doorsteps.
To mark the occasion, DoorDash is giving away limited-edition sweatshirts with the sleeves cut off, featuring an insulated pocket to keep fans' food warm and drinks cold while sitting in front of the TV.
The hoodie also comes with a $50 DoorDash gift card for fans and their friends to order essential game day treats.
Those who wish to snag the prize simply need to post or comment their questions to Fan Coach Belichick with #FanCoachSweeps on Instagram, TikTok, and X. To up the ante, a few lucky fans also stand a chance to win a football signed by Belichick himself.
The campaign, which utilizes Belchick's deadpan humor and star status, gives DoorDash a humorous and relatable brand voice that's timely for the football season.
A solid brand voice is vital to establishing a brand's identity, differentiating it from the competition, and garnering the attention of audiences old and new.
What's the Play?
Six 30-second spots feature Belichick giving fans his best game-day advice in a hilariously deadpan style.
In "Let's Party," the first of four currently released spots, a fan asks Coach how to rally people up during halftime.
Coach simply suggests that he say, "Let's party," which the fan repeats, unenthusiastically. The two begin dancing as they make awkward eye contact.
In "Grill," a fan asks Coach about grilling burgers. Belichick immediately disagrees and tells him to make wings.
As the fan makes an argument for burgers, Coach has only one word for him: "wings."
Coach hilariously repeats himself, saying "wings" several more times until the fan submits to making wings instead.
"Fantasy" begins with a fan inviting Coach to join his fantasy football league.
Belichick simply stares at the fan, unimpressed, as he talks about winning the last four out of six years.
"Your parents must be so proud," Bellichick says mockingly, before moving on to another question.
The fourth spot, "Options," sees a fan ask Coach what to order for himself and his buddies on game day.
For the rest of the ad, Coach lists off different foods he could order: mixed green salad, Caesar salad, rotisserie chicken, sliced beef, tacos, mashed potatoes, cantaloupe, watermelon, hot dogs, burgers, sparkling water, beer, and sushi.
The fan tries to raise his hand but to no avail. Coach goes on, and on, as the spot concludes.
The delivery platform is widely known for its memorable, out-of-the-box ads.
Earlier in July, the company launched a heartwarming spot that tackled the issue of food insecurity.
