GUT Los Angeles has worked out what mums really want on Mother’s Day and the agency’s client, DoorDash, is giving it to them. DoorDash is becoming DoorDad to give mums a Mother’s Day Off.
The US campaign features American actress, Brenda Song, a taste of the incessant cries of “mum” that keep mum in over-work mode, and the offer of a real break via DoorDad, the ultimate 24/7 life assistant and partner to take on everyday tasks mums usually handle.
From May 9-11, when people order a bouquet through DoorDash, they automatically unlock up to US$50 in credit, or up to US$75 for DashPass members, towards select time-saving gifts – from a meal she doesn’t have to cook, to relaxing self-care essentials and more.
“We know first-hand that what mums want most on Mother’s Day isn’t just a gift, it’s a real break,” stated Eli Vélez, DoorDash managing director for partner agencies and Superette, Doordash’s creative studio. “As a mum myself, I know how much mental juggling happens behind the scenes and how meaningful it can feel to be truly seen. With DoorDad, we wanted to help give families an easy, joyful way to show up for moms and take some of that everyday load off her plate.”
“As a dad, this campaign really hit home. It made me think about all the invisible things moms do, and how easy it is to let that go unnoticed,” added Bruno Acanfora, chief creative officer, GUT Los Angeles. “With DoorDad, we wanted to bring humour and heart to the ‘default parent’ truth and give Dad a little nudge to step up. Because when moms get a break, everyone wins.”
The campaign is running in the US on national CTV, OLV, social, display, influencer channels, and podcasts.
Credits
Client: Doordash
Chief Marketing Officer: Kofi Amoo-Gottfried
Vice Presidents: Renaldo Chapman & Gina Igwe
Head Of Marketing: Khalil Grell
Marketing Managers: Catherine Fagan & Erica Eppolito
Communications Managers: Regina Paul & Dayana Alvarado
Senior Influencer & Content Manager: Adam Ornelas
Social Manager: Megan Murphy
Senior Manager, Consumer Growth Marketing: Nathan Dinh
Manager, Growth Marketing, Offline Media: Malcolm MacLeod
In-House Creative Agency: Superette
Heads of Creative: Rafael Segri & Julio D’alfonso
Managing Director: Eli Velez
Brand Manager: Rachel Dady
Design Director: Ruby Lee
Business Lead: Britta Savik
Project Manager: Mollie Solon
Creative Agency: Gut Los Angeles
Founders & Chairs: Gastón Bigio & Anselmo Ramos
Chief Creative Officer: Bruno Acanfora
Executive Creative Director: John Hansa
Creative Directors: Bipasha Mookherjee & Bruno Carvalhaes
Head of Production: Renata Neumann
Executive Producers: Nick Miller & Haley Silverman
Chief Executive Officer: Andrea Díquez
Communications Director: Christine Prins
Chief Executive Officer US: Sandra Alfaro
Account Management: Ariel Abramovici, Teddy Notari, Rachel Castro, Santiago Mottoa
Strategists: Fernando Ribeiro, Kaitlin Barton, Nayri Kodazian, Vicki Arguelles
Communications: Alie Coolidge & Dani Pinzon
Business Affairs: James Hidden, Marinet Quinones & Jennifer Pannent
Production Company: O Positive
Director: Jess Coulter
Executive Producers: Ralph Laucella, Marc Grill & Ken Licata
Head of Production: Devon Clark
Line Producer: Laura Helfin
1st AD: Billy Jones
Director of Photography: Mandy Walker
Production Designer: Maia Javan
Post Production & VFX: Uppercut
Editor: Brad Waskewich
Edit Assistant: Cristina Headrick
Executive Producer: Mila Davis
Producer:Harrison Draper
Art Director: Maxime Benjamin-Hunter
Motion Designer: Waner Zhang
VFX Lead: John Geehreng
Grade: Royal Muster
Colourist: Gregory Reese
Producer: Dan Butler
Executive Producer: Thatcher Peterson
Sound: Lime Studios
Sound Mix: Matt Miller & Joel Waters
Audio Assistants: Ian Connie & Mia Perfetti
Executive Producer: Susie Boyajan
Music: Songs For Film & T.V.
Music Supervisor: David Fisher
Artist: Paul James
