Leading food delivery platform DoorDash has just unveiled its Super Bowl LIX campaign, tapping Grammy-nominated comedian Nate Bargatze to compute exactly how much users can save on DashPass.
"Give Yourself a Pass" highlights the membership program's perks, using Bargatze's signature deadpan humor to show viewers how much value it can bring.
In a press release, DoorDash CMO Kofi Amoo-Gottfried highlighted the brand's long-standing commitment to giving consumers a membership plan with incredible savings:
“As we return to the Big Game for the fourth time, we’re proud to say that mission remains unchanged as we bring even more value to members today. Our campaign spotlights how DashPass continues to be your all-access pass to more of what you love, helping you save on every eligible order.”
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Meanwhile, Bargatze shared how it was natural for him to accept the DoorDash commercial, being a long-time user himself.
"So when they reached out to me to do a spot for DashPass I didn’t have to think about it much. I already believed in them as a company, sometimes more than once a day if you know what I mean.”
Inspired by the viral online phenomenon known as "girl math," the campaign will also involve collaborations with the concept's original creator, TikToker Samantha Jane, as well as additional content.
@samjamessssss honestly it would be crazy not to sign up for DashPass 🤑🍔#DashPassPartner #DashPassMath ♬ original sound - samjamess
While Bargatze's financial logic may not show up in an economics textbook, DashPass members can count on high-value perks.
On average, members save $5 per eligible order, with DashPass users having saved over $10 billion globally since the program’s 2018 launch.
Benefits include $0 delivery fees, reduced service fees on eligible orders, and additional perks like access to streaming platform Max with Ads and rideshare benefits with Lyft.
Utilizing viral trends allows DoorDash to easily communicate with its target market in a relatable way.
Teaming up with Bargatze and James also makes for an effective influencer marketing strategy to drive viewership and audience interest.
By leveraging culturally relevant figures and trending content, DoorDash not only boosts engagement but also reinforces its brand as approachable and in tune with consumer interests.
Do the Math
A short 15-second teaser is fixed entirely on Bargatze's face, giving audiences a glimpse into his stream of thought.
With increasing intensity, the comedian does complex equations to count how much he's saved on DoorDash orders.
It ends by teasing audiences with the date of the Big Game.
On top of the commercial, the brand will be launching a city-wide promo on the Monday after the Super Bowl that will give DashPass members in the losing team's city 50% off on one order, up to a maximum discount of $15.
Though nothing can truly negate the pain of a crushing loss, DoorDash will help fans get their own small wins no matter the final score.
Meanwhile, last October, DoorDash teamed up with the Los Angeles Football Club for a campaign that gave fans discounts based on football players' scored goals.
Later in December, the brand also launched a Christmas campaign where DoorDash saves the holidays.
