Is it worth ordering food tonight? In a new campaign by DoorDash Canada, the brief hesitation familiar to users of delivery platforms takes the form of a historical film story. The Not That Dramatic campaign was developed by Wieden+Kennedy Toronto for DashPass, DoorDash’s membership programme that offers $0 delivery fees and reduced service fees on eligible orders from restaurants, grocery stores and retailers in Canada.
The platform opens with two films directed by Steve Ayson from the production company Radke. The Forbidden Order uses the aesthetics of a 19th-century romance, while For All Of Us is set at a railway station during the 1970s. Although they appear to be stories about serious life decisions, their protagonists are actually discussing whether to order sushi and ramen. In the first film, $0 delivery fees with DashPass make the decision easier. The second points out that the membership is available at no additional cost to Amazon Prime members in Canada.
The idea emerged from the observation that ordering is often preceded by a brief discussion about the price and whether delivery is worth it. At the same time, some Canadians are still unfamiliar with the benefits of DashPass, even though the programme already exists in that market.
Heather Cameron, Head of Brand and Creative at DoorDash Canada, says that ordering is almost always preceded by a little unspoken hesitation, although the answer is ultimately usually affirmative. The campaign therefore shows how membership benefits can make that decision easier.
According to Caroline Friesen, Executive Creative Director at Wieden+Kennedy Toronto, the idea is based on behaviour that audiences can easily recognise. By exaggerating an everyday discussion, the team found a way to communicate the functional message about fees through humour.
The Forbidden Order has been running since 27 July, while For All Of Us joined the campaign on 10 August. Both films are currently running across Canada in English and French on television, connected TV, online video, gaming and digital channels. The campaign runs until 30 September.
