DoorDash wants to free up its delivery drivers in ad from Gut Los Angeles

For family-oriented people, balancing commitments to family, friends and loved ones with work and life responsibilities can often feel overwhelming. But that can change when you become a dasher on DoorDash, according to a new spot from the brand. Created by Gut Los Angeles and DoorDash’s in-house creative studio Superette, “Can’t Help Helping” highlights how being a “Dasher” provides flexibility that allows gig workers to honor their commitments to their families. The film launched Wednesday stars dasher Ernesto, a family man who travels around all day dashing for customers while pausing at times to respond to his family’s needs, from dropping off his nephew’s soccer cleats, feeding his parrot and arriving home for grandmother’s dinner. The spot is an extension of DoorDash’s “Your Door To More” brand platform, which launched in January. The campaign will run in both Spanish and English across social media, OTT and other assets. “Our mission at DoorDash is to grow and empower local economies” said Trevor Reader, senior director of dasher marketing at DoorDash. “We are proud of the flexibility and earning opportunities that dashing provides, and that this latest campaign reflects the real use cases and experiences that Dashers have on our platform. We are excited to debut this new work with Superette and our great creative partners at Gut LA.” The campaign targets the Hispanic demographic, known for their strong family ties. DoorDash has been seeking more Spanish-speaking drivers since discovering that 30% of Hispanic American adults had earned money through gig platform work, which is the highest percentage among Black, Asian and white adults, according to Pew Research. “With this new campaign we want to celebrate the go-to people in Hispanic families who are always there to help out 24/7,” said Ariel Abramovici, chief creative officer, Gut Los Angeles. “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.” This latest campaign follows a series of work from Gut Los Angeles and DoorDash. Earlier this year, DoorDash and the agency launched a Valentine’s Day campaign redefining traditional gender roles around gifting flowers for the holiday with “Flowers are for Every Valentine." Last year, the pair debuted “Self-Love Bouquet,” which reimagined the traditional dozen roses, featuring 11 fresh, red roses, and 1 Rose toy, the famous sex toy, designed to remind consumers on Valentine’s Day to celebrate the love they have for the most important person in their lives: themselves. The campaign won the PR Grand Prix at the 2023 Cannes Lions International Festival of Creativity.

DoorDash wants to free up its delivery drivers in ad from Gut Los Angeles

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