DoorDash is set to make its Super Bowl commercial debut on the biggest day for advertising—which also happens to be a major day for food delivery.
The campaign, called “The Neighborhood,” features actor and singer Daveed Diggs, paired with Sesame Street’s Big Bird, Cookie Monster, Grover, and Rosita, in a fresh take on the children’s TV show’s “People in your Neighborhood” song, directed by Michel Gondry for The Martin Agency. It also marks the nonprofit Sesame Workshop's first time in the Super Bowl.
DoorDash is using the spot to show, for the first time in its marketing, that it is more than a company for restaurant orders, but rather is a broader delivery option for items such as milk, cookies (obvious choice), shampoo, birdseed and paper towels. The ad is set to run during the first quarter of the Super Bowl. DoorDash plans to kick off the campaign with a 30-second teaser spot during the Jan. 24 AFC Championship game.