Win everything from every Super Bowl ad. The campaign that broke the internet.
Super Bowl advertising is the most crowded, most expensive moment in advertising. Thirty-second spots run $7 million+. Every brand shows up with their biggest swing. DoorDash needed to cut through all of that—without a budget anywhere close to the competition.
Everyone watches Super Bowl ads. But no one remembers them all. What if instead of competing for attention, we created the ultimate reason to pay attention to every single ad?
DoorDash delivers everything. Why not prove it by delivering everything from every Super Bowl ad?
"We're giving away literally everything advertised in every Super Bowl commercial. Yes, all of it."— DoorDash All The Ads
We partnered with every brand advertising in the Super Bowl and threw all their products into one giant giveaway. Viewers had to find a promo code hidden in DoorDash's own spot, enter it, and they were in to win everything—cars, snacks, streaming subscriptions, all of it.
Suddenly every single ad in the Super Bowl had a new purpose: it was a clue. Passive viewers became active hunters. And DoorDash got to prove—in the most literal way possible—that it delivers everything.
As Media & Communications Strategist at Wieden+Kennedy, I was in the war room where this came together. I helped coordinate outreach to the dozens of brands advertising in Super Bowl LVIII—pitching the concept and getting the prize partnerships locked in. Picture cold-calling competitors and convincing them to collaborate. That's actually what it took.
On game day, I helped run real-time social, monitoring every commercial break and making sure we responded to each ad moment quickly and relevantly. I contributed to the amplification strategy that spread the campaign's meta-commentary across platforms, and helped build the post-game PR push that kept DoorDash in headlines for days after the final whistle. We ended up with a Cannes Grand Prix and $50M+ in earned media. Not bad for an idea that was, on paper, completely insane.
All The Ads won the Super Bowl AdMeter. It crashed X (Twitter). It became the most talked-about campaign of Super Bowl LVIII. And it proved that a genuinely smart idea will always beat a big budget. DoorDash delivers everything—and now everyone knew it.