DoorDash launches new ‘Smash It’ brand platform in new campaign via The Monkeys
DoorDash is encouraging Aussies to ‘Smash It, DoorDash It’ in its first major campaign with The Monkeys, part of Accenture Song.
DoorDash is one of the largest on demand delivery platforms in the United States and is rapidly growing in Australia.
The campaign features a new visual identity and highlights the issues everyday Aussies encounter and that glorious moment when the thing they need most arrives at their door from DoorDash.
Says Natasha Aaron, head of marketing, DoorDash: “The brief was to champion the everyday, to highlight those ordinary moments when you need something the most and it’s not within reach. That amongst the chaos of daily life, there’s a sense of relief that you can get what you want and need at a moment’s notice all within one platform.”
Says Ant Keogh, chief creative officer, The Monkeys: “We worked really hard to create a campaign full of memorability, to help DoorDash be top of mind for consumers when they reach for their phones.”
Directed by Trevor Clarence from Sweetshop, the integrated campaign launches this week across broadcast television, outdoor, online, radio and social.
Client: DoorDash
Head of Marking: Natasha Aaron
Senior Marketing Partnerships Manager: Madison Westall
Marketing Manager: Sarah Hamilton
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Director: Hugh Gurney
Senior Creatives: Jake Rusznyak & Dennis Koutoulogenis
National Head of Production: Romanca Mundrea
Senior Producer: Simone O’Connor & Katie Bassett
Senior Craft Designer: Raph Tamkalis
General Manager: Sophie Gosper
Group Account Director: Alex Ashby
Account Director: Ella Goldberg
Media Agency: Wavemaker
Production Company: The Sweetshop
Director: Trevor Clarence
Producer: Helen Morahan
Co-Managing Director: Grey Fyson
Co-Managing Director: Edward Pontifex
DOP: Alex Serafini
Editor: Drew Thompson
Colourist: Billy Wychgel
Post Production: ARC EDIT
Producer: Jess Ryan
Casting: Danny Long Casting
Music & Sound: Rumble Studios
Music Composer: Jeremy Richmond
Sound Designer: Tone Aston
Executive Producer: Michael Gie
Photography Production Company: The Kitchen
Photographer: Bonnie Coumbe
Senior Producer: Federica Genovesi
Producer: Lea Itterman
Retouching: Cream Studios
15 Comments
As a challenger brand to the likes of Uber, Doordash needs to be doing way more than this.
Looks like a category job to me.
Can the Monkeys make a single ad that isn’t feature length?
Just because the cut downs aren’t in the press release, doesn’t mean they don’t exist.
Agencies are always going to PR the long-form when they can.
I think this is a compilation of a few 15second ads stuck together.
this was the least preferred route presented to the client and they loved it! Dontcha hate that!!
just make the manifesto thing.
Very hard to go against the deep pockets of Uber.
So let’s see how they fare.
At the end of the day, it’s another massive transfer of wealth from VC firms and investors to ad agencies and media owners… bit like the late 90s.
Reckon there’ll be room for two players in Oz – another duopoly, God help us.
Uber + one other.
Really the fight for DoorDash is versus MenuLog.
You think Burger King was trying to compete with Red Rooster?
I think that deserves a mic drop tbh.
Cutting thru the the Judgey McJudgefaces to say I can so relate to this need for food the minute i walk in the door! The ad works for me 🤷♀️
Got my attention.Dash it.
It’s very kind of agencies like this to PR work like this, to remind us all that they are human too and have failings like we all do.
So many haters here. What brand idea do the competitors have? Uber – celebrities ordering food that their nutritionists and personal trainers would never allow them to order, or menulog – celebrities selling out and singing jingles about food they’d never order either? This talks to me more than the others.
Have never understood why people laud the Uber work.Maybe I’m missing something.By the way this is not Specials bashing as I admire a lot of their other work.
How disappointing to see industry heavyweights reduce themselves to anonymous keyboard warriors with personal gripes. The work is mediocre, but the comments section is worse. Will be interesting to see how the category evolves this year after a turbulent few years.