Created by Wieden+Kennedy Toronto and directed by Radke’s Steve Ayson, ‘Not That Dramatic’ embraces themes of longing and tension, while promoting the quality of life that comes with DashPass.

Period drama is currently irresistible to viewers. Wieden+Kennedy Toronto has turned that into an opportunity for DoorDash Canada to show off its membership programme, DashPass – with its drawcard of no delivery fee.

Not That Dramatic parodies the drama of decision-making that keeps people glued to TV drama, suddenly flipping the script into modern life and the hesitation that comes before choosing to order delivery. The campaign’s two period-drama inspired spots, he Forbidden Order and For All Of Us were directed by Radke director, Steve Ayson – each making the most of period drama themes of longing, tension, and a ‘will-they-won’t-they’ plot with humorous exaggeration and over-dramatising.

“There’s naturally a little bit of unspoken drama before you order in, even though the answer always ends up being a resounding yes,” stated Heather Cameron, head of brand and creative at DoorDash Canada in the brand’s campaign blog. “These mini-dramas are about giving Canadians permission to waive the drama upfront, and showing how to fully embrace more value with every order by saving money on fees with DashPass.”

“What we loved about this idea is that it’s rooted in a behaviour everyone recognises,” added Caroline Friesen, executive creative director at Wieden+Kennedy Toronto. “We’ve all had that moment of debating whether to order in, so by dramatising it, we turned a relatable insight into something inherently entertaining.”

Not That Dramatic is rolling across Canada in English and French across TV, connected TV, online video, gaming, and digital platforms, beginning with The Forbidden Order on July 27. For All Of Us will be added on August 10. The campaign will run until September 30.

Credits:
Client: DoorDash Canada
Client Team: Heather Cameron, Martine English, Delly Dyer & Yusra Asif
Creative Agency: Wieden+Kennedy Toronto
President: Jared Stein
Executive Creative Directors: Caroline Friesen, Robbie Percy & Mario Laberge
Copywriters: Andrew Rizzi & Marly Dichter
Art Directors: Daniela Angelucci, Shirley Xu Wang
Executive Producer: Monika Ghobrial
Producers: Johanne Gougeon & Blake Harmon
Artist: Ryan Lawrence
Strategy Team: Elliott Altilia, Jay Fleming, Siddarth Subramaniam, Kaylah Burton, Sarah Hayes & Adma Ortega
Account Team: Kiara Wilson, Kelly Morrison & Sharlyn Barahona
Project Managers: Joanna Groom & Cheyenne Bent
Business Affairs Director: Jen Bilyk
Traffic: Sonia Bisono & Vincent Garibaldi

Production Company: Radke
Director: Steve Ayson
Director of Photography: Andres Arochi
Chief Executive Officer: Edie Weiss
Executive Producer: Scott Mackenzie
Executive Director: Tony Dimarco
Line Producer: Gill Gardner
Production Designer: Marco Puig

Post Production & VFX: Feather
Editing: Outsider Editorial
Music & Sound: Walker