Doordash Jumps on the Dance Ad Trend, but Makes it ‘Cinematically Weird’

In desperate times—the cupboard’s bare, the stomach’s growling, the flu’s raging—hearing a delivery arrive on the doorstep can be cause for celebration. Supplies ahoy!

But outside the world of DoorDash Canada’s cinematic new ad campaign, no one likely dances across their home, office, or meeting place to accept their goodies. Fortunately for viewers, the brand and indie agency Hard Work Club have put a jaunty spring in the step of its ad characters, launching a short film with music video bona fides and stellar entertainment value.

The 60-second hero spot, dubbed “Your Door to More,” highlights a range of items available from the service, such as meds for an ailing couple, lunch for some hangry cubicle jockeys, and snacks for a late-night gathering.

Watching how all the characters make their way to the door is the delightful part, with their expressionist dance moves set to a catchy 1966 classic called “The Hamburger Song” by Bobby Moore & the Rhythm Aces.

Aside from the main commercial, there’s ample opportunity to check out the fancy footwork—the agency breaks each scenario from the hero spot into its own 30-second ad, so viewers can watch “Your Door to Feeling Better,” “Your Door to Lunch Break,” and several others separately.

Numerous brands, from Gap to Apple, have created their own dance ads. But for DoorDash’s spot, director Nick Ball, who also suggested the soundtrack, was striving for “imperfection and honesty” rather than slick and cool.

“Visually, I knew from the outset that this couldn’t feel like a typical over-polished, glossy dance ad—it needed grit, texture, and a heightened reality that locked together tonally,” Ball told ADWEEK. “We spent a lot of time refining choices to strike the perfect balance—something that felt theatrical yet surreal, but always grounded in the characters. The key was making sure it all carried that precise mix of playfulness, tension, truth, and cinematic weirdness to ensure it felt distinct.”

The inventive choreography comes from Ryan Heffington, an Emmy winner who recently shepherded Chappell Roan’s Pink Pony Club performance for the Grammys. Heffington dips into advertising infrequently, but notably, having worked on Spike Jonze spots for Kenzo perfume (with Margaret Qualley) and Apple HomePod speakers (with FKA Twigs).

Concept with a Canadian twist

By debuting “Your Door to More,” DoorDash Canada extends the marketing platform initially launched in the U.S. in 2024. Wieden+Kennedy Portland, in its first work for new client DoorDash, developed “Your Door to More” as an ongoing banner for the brand. Its intro included the Super Bowl 58 spot, “DoorDash-All-the-Ads,” which went on to win the Titanium Grand Prix at Cannes Lions.

The creative concept—while promoting groceries, health and wellness items, household essentials, snacks, and pre-made meals—has a distinctly Canadian twist, according to Heather Cameron, head of brand and creative at DoorDash Canada.

“It’s our nature as Canadians to take on everything by ourselves—even when a little bit of help could make things easier,” Cameron said. “This campaign is all about flipping that script. Asking for help isn’t a weakness—it’s the ultimate power move.”

The partners are on a “relentless pursuit to create original, high-craft work that sets the brand apart within the category,” per Meghan Kraemer, co-founder and executive creative director at Hard Work Club, aiming “to build a distinctive brand voice and presence.”

“Your Door to More” is running nationally in English and French across video on demand and in-cinema. In addition, 30- and 15-second spots get media buys on broadcast TV through March.