DoorDash has launched a new campaign with the help of in-house creative studio Superette and agency GUT LA.
"Can't Help Helping" emphasizes how the app enables gig workers to deliver when they want to make time for family.
An extension of the brand's "Your Door To More" brand, the campaign puts individuals first by taking into account the importance of personal time and empowering Dashers and local merchants alike.
Trevor Read, senior director of Dasher Marketing at DoorDash, describes the peer-to-peer delivery service's goal of providing flexible opportunities, emphasizing how the campaign reflects actual use cases and experiences of people on the platform.
The campaign will run in Spanish and English across OTT, social media, and more.
Happy to Help!
The one-minute spot stars DoorDash driver Ernesto, who is described by the narrator as someone "born to help."
After Ernesto gets into his car, the spot cuts to a quick montage of him going about his day, picking up and delivering packages.
He has a busy day, making multiple deliveries and stopping by:
- A flower shop to pick up a bouquet for an angry wife from her apologetic husband
- A child's birthday party to deliver a present, dressed as a magician
- A boy's house to bring him his shoes, which he left in the car
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After helping out even more customers with food deliveries, he checks his account balance, enjoying the reward of a hard day's work.
Coming home quickly after his mother calls him for dinner, he enjoys a home-cooked meal before the sun sets.
"With this new campaign we want to celebrate the go-to people in Hispanic families who are always there to help out 24/7," GUT LA CCO Ariel Abramovici said in a statement.
"The campaign is based on the insight that being a Dasher means having the ability to earn a living while balancing the needs of your loved ones, your role in the greater community, and having more choices about your time," he concluded.
GUT and DoorDash previously collaborated on "Flowers for Every Valentine," a campaign that challenged gender roles when it came to giving flowers.
Earlier this year, DoorDash created a massive giveaway for the Super Bowl, giving away about $480,000 in prizes.
The campaign marked the first time a brand gave away prizes comprised of all the products being advertised during the Big Game.
Editing by Katherine 'Makkie' Maclang
