Six-time Super Bowl winning coach Bill Belichick has signed with DoorDash, where he plays a crotchety “fan coach” addressing gameday quandaries in the style of a press conference.

Not unlike his press conferences as a coach, Belichick relays grave confidence in his wisdom while suffering no fools. Questions about keto-friendly food or fantasy football get a dismissive “next question.” In other ads, Belichick dispenses grilling advice that’s impossible to ignore and demonstrates an unexpected command of food knowledge. The ads are meant to remind fans that DoorDash can deliver all the answers for gameday.

Superette, DoorDash’s in-house creative studio, worked with director Pete Marquis to create six variations of the “Fan Coach” content to debut across national TV, digital and social media beginning today. The campaign features additional touchpoints, including external brand partnerships, interactive social media engagement and influencer collaborations, DoorDash said.

Considered one of the greatest coaches in NFL history, Belichick departed the New England Patriots after last season, capping a 29-year head coaching career. He has since appeared as an analyst on ESPN’s “Pat McAfee Show” and is said to be joining the “ManningCast” of ESPN’s “Monday Night Football” this year.

Fans who submit comments or questions to Belichick on social media using the hashtag #FanCoachSweeps are entered to win a custom DoorDash sweatshirt like the one Belichick is shown wearing in the ads—a hoodie with cut-off sleeves, based on Belichick’s famed coaching look. The sweatshirts include a $50 DoorDash gift card. Other fans may win a football signed by Belichick.

DoorDash has advertised in the last three Super Bowls, including this year’s well-received “DoorDash All the Ads” giveaway.

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