Everyone knows a Super Bowl spot can’t just be another spot - it’s your one shot at reaching the biggest audience in media. DoorDash’s big idea was to let people “DoorDash All The Ads” and turn every product being advertised into a stealth mention of DoorDash. But their agency Wieden + Kennedy Portland needed some help bringing it to life. That’s where we came in.
Integrated / Omnichannel & Social Media
Direct / Integrated
The promotion hinged on the action of entering a genuinely unique promo code - something that the audience would be watching even more intently than the game. We realized that the way to bring that to life was through length - and we needed to design a spot around a promo code so long that just tracking it through the hero spot would be a challenge worthy of the entire internet.
Our team sat down with the legendary director Mike Diva to work out what the world’s longest promo code could look like, eventually settling on a 3D animated ribbon made up of over 1800 characters running through the scene of the ad. We initially planned to build a set - but quickly retooled our plans to a fully 3D execution to accommodate changes in the partner brands we’d be featuring in the spot. And once we had the approach we’d be bringing to life in the hero spot, we built out a teaser to run during pregame which laid out the stakes of the promotion and gave audiences a taste of what was in store for them.
When the spot started running, the game might as well have taken an extended time out. The spot started trending on X almost instantly; fans were so invested that many complained they weren’t able to pay attention to the game. The campaign would go on to win awards from the One Club, D&AD, and practically every other organization under the sun. It’s only fitting - All The Ads won All The Awards.
