In a world where brands have to think quickly and literally think way beyond the four sides of a box when they want to stand out, there’s DoorDash Canada, which is willing to take the risk to get noticed.
DoorDash’s Canada arm has a new ad to show, and it’s encapsulating every emotion there is when you hear the doorbell ring, indicating your order has arrived at your doorstep.
And, it will remind you partly of the moves of Avantgardey, a Japanese dance act that won as a finalist at “America’s Got Talent 2023.”
Well, it’s not all about Avantgardey’s moves throughout. The ad started with people suddenly twitching their heads toward the door upon hearing the doorbell from the DoorDash delivery rider.
The creatives behind the ad did not need to overthink because they featured ordinary lives and habits of people, such as those waking up from slumber, dancing their way to the door, out of excitement about their food orders. Even if it’s still freezing in the room.
There was a mom, or perhaps a teacher, who left her naughty kid in the kitchen to pick up her order, there was a group of friends who danced in sync like synchronized swimmers upon hearing the bell ring, a group of gamers who left what they were playing to get their orders, seniors in this elderly care facility who stood up from their seats as if very healthy – smiling to approach the door for their orders – and a group of office workers who exhibited what appeared to be the dance moves of Avantgardey – with matching outfits like the girl dance group, right?
Avantgardey broke every stereotype of what dancing means in the reality talent show. Complete with facial expressions and common uniforms, this 20-member all-female Japanese dance team wowed the world with their synchronized dance moves and funny expressions, which made them become part of the final episodes of the TV show.
Heather Cameron, the head of brand and creative at DoorDash Canada, said “dancing has consistently been a fundamental part” of their brand through the years.
“… Choreography is an intentional storytelling device that articulates relatable emotional states navigating daily life through movement,” Cameron added. “We’re proud to build upon this dance-based approach… as we hear time and time again how much our audience loves it – just as much as our teams working directly on bringing the creative to life love it.”
Of course, the choreographies have to be paired with superb storytelling, so the writing process has been meticulous.
“We aligned immediately on making this a kind of ‘anti-dance dance ad’ where imperfection, character, and reality took precedence over polished choreography,” the choreographer Ryan Heffington told the media. “We wanted each sequence to feel distinct not just in movement, but in tone, pacing, and the physicality of the performers. It had to be beautifully imperfect, where every move told a story…”
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