DoorDash Lets You Control How You Earn in Spot to Recruit Dashers

DoorDash is continuing its campaign to attract Dashers in a new spot developed by Quality Meats, in collaboration with DoorDash’s internal creative studio Superette. The third ad in the series under DoorDash’s 'Your Door To More' brand platform highlights how dashing gives gig workers control over how they earn – providing cash when they need it to help tackle financial needs as fast as they arise.

One third of Dashers say they face unexpected expenses on a weekly basis that they have difficulty covering with income from their primary jobs alone. The new :30 spot, 'Choose How You Earn,' focuses on the different ways Dashers can earn money – either by time ('Earn by Time' mode) where Dashers earn a set active hourly rate for all time spent on delivery; or per delivery ('Earn per Offer' mode), choosing the offers that are most convenient for them.

In the spot, a bandmate’s guitar accidentally damages a drum set during an intense band practice. But thanks to DoorDash, the death metal rockers are easily and swiftly able to earn the cash needed to perform at their next gig.

"Doordash lets Dashers be in control of not only when they can earn, but how they can earn," says Julio D'Alfonso, Superette group creative director. "Because we know Dashers have busy lives and expenses to pay – like, say, for a new drum set just in time for your death metal band's big backyard bat mitzvah gig."

The previous two spots, Other Commitments and Unexpected Things, debuted last year. The new work continues the campaign’s fast-paced style, telling a charming story while visually integrating DoorDash’s literal benefits into the environment.

The campaign, which was produced by Furlined and directed by Paco Cruz, aka PACO, will run on streaming and social platforms, as well as in Canada and Australia.