Sometimes the decision whether or not to order takeout can bring out a lot of emotion in a household. Deciding where to order from, what to get and worrying about fees are just a few of the complex emotions that cross your mind before hitting order. We took that human truth and decided to give it the full dramatic tone it rightfully deserves with DoorDash Canada.
The ‘Not That Dramatic’ work dramatizes the decision to order by borrowing from the world of dramatic movie moments, only to reveal that DoorDash makes the choice easy. Whether it’s alone or with others, there’s the “drama” of deciding.
"The Forbidden Order" leans into an 1800s forbidden romance, whereas "For All Of Us" unfolds during a 1970s train station goodbye – both to dramatize that moment, resolving the tension when the value of DashPass kicks in. DashPass is DoorDash’s membership program, offering consumers $0 delivery fees and reduced service fees on eligible orders.
Across the campaign, everyday ordering decisions are treated like scenes from a drama. Each film exaggerates the internal struggle through cinematic storytelling, dramatic performances, elevated cinematography, music and editing techniques. Every execution is tailored to a specific DoorDash value offer, demonstrating how the platform removes the drama from the decision-making and ordering process. We wanted to tap into the kinds of stories, formats and behaviours people already love consuming, then use them to tell a relatable story about a tension DoorDash helps solve.
Beyond film, the campaign expanded into social, creator and cultural spaces by identifying the most dramatic articulations of this decision moment. Social content taps into exaggerated reactions, memes and trending behaviours, while creator partners develop their own versions of over-the-top ordering dilemmas that audiences instantly recognize from their own lives.
