Everyone knows a Super Bowl spot can’t just be another spot - it’s your one shot at reaching the biggest audience in the 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. Wieden + Kennedy brought in MDRN Logic and director Mike Diva of Lord Danger to hone the idea.
Integrated / Omnichannel & Social Media
Direct / Integrated
MDRN Logic collaborated with the legendary team to work out what the world's longest promo code could look like, eventually landing on a 3D animated ribbon made up of over 1,800 characters running through the scene. Originally, the spot was planned as a live action shoot, but with 30+ partner brands constantly in flux and never 100% locked in, that plan had to change. MDRN Logic pivoted quickly, retooling the entire production into a fully photoreal CG execution that could flex alongside the ever-changing brand lineup. It was a significant lift, and one the team handled without missing a beat. Once the hero spot was locked, we also produced a pregame teaser that laid out the stakes of the promotion and gave audiences a taste of what was in store.
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.
