DoorDash is spotlighting the side-hustle hustle with its newest recruitment ad, a stylish and surprisingly cinematic grocery delivery spot created by Quality Meats in partnership with DoorDash’s in-house creative team Superette.
The new thirty-second piece, titled “Karate,” follows a martial arts instructor who juggles teaching classes at her dojo while squeezing in grocery deliveries on DoorDash. The message is straightforward and relatable to anyone piecing together multiple income streams: restaurant rush hours do not always sync with real life, but grocery deliveries do. DoorDash positions its platform as a flexible way for Dashers to earn more on their own schedule, without sacrificing the work, school or family commitments that actually matter.
The spot expands on DoorDash’s Your Door To More brand platform and the recruitment push Quality Meats and Superette launched in 2024. This time around, the creative team leans into a bold visual style inspired by seventies martial arts films, giving the ad a playful sense of genre while still keeping the story grounded in everyday gig life. Watch below:
“For many Dashers, Dashing is a side hustle to other things they are passionate about, and balancing everything can be an art form,” said Yusong Zhang, Superette Creative Lead at DoorDash.
The result is a recruiting message that feels more like a slice of stylized filmmaking than traditional gig-economy advertising, and it lands with a simple pitch: if you want work that fits between the rest of your life, this is it.
CREDITS:
“Downtime”
BRAND: DoorDash, Inc
- Co-Head of Creative: Julio D’Alfonso
- Co-Head of Creative: Rafa Segri
- Creative Lead: Alejandro Juli
- Senior Manager, Business Leadership: William de Ryk
- Brand Supervisor, Creative Growth Strategy: Lila Abramson
AGENCY: QUALITY MEATS
- Chief Creative Officers: Brian Siedband & Gordy Sang
- Group Creative Director: Jamie Stark
- Assistant Creative Directors: Madison Jackson & Danae Belanger
- Head of Production: Autumn Childress
- Head of Strategy: Pao Ortega
- Executive Producer: Cate McManus
- Partner, Managing Director: Amy Edwards
- Group Account Director: Chloe Sloofman
- Account Supervisor: Gustavo Feria
- Business Affairs: Nikki Balekjian
PRODUCTION COMPANY: Radical Media
- Executive Producer: Molly Griffin / Jim Bouvet
- Line Producer: Ross Levine
- Director: Beatrice Pegard
- DP: Pablo Berron
- Casting: Universal Casting, Grande/Morris Casting
EDIT: Arcade
- Executive Producer: Adam Brecht
- Post Producer: Kirsten Thon-Webb
- Editor: Sean Lagrange
- Assistant Editors: Kelly Henson, Mitch Mitchell
- Colorist: Daniel de Vue
- Color Grade Producer: Geoff Linville
VFX / ONLINE / CONFORM / FINISH: Trafik
- Executive Producer: Karena Ajamian
- Finishing Producer: Stephanie Allis
- VFX Artist: Sean Anderson
- Music: John Merikoski
SOUND DESIGN & MIX: Howdy Sound
Mixer: Dusty Albertz
“Karate”
BRAND: DoorDash, Inc.
- Creative Lead: Yusong Zhang
- Business Lead: Trina Sethi
- Brand Supervisor: Lila Abramson
AGENCY: QUALITY MEATS
- Chief Creative Officers: Brian Siedband & Gordy Sang
- Group Creative Director: Jamie Stark
- Copy Writer: Ethan Sims
- Art Director: Ben Hallam
- Head of Production: Autumn Childress
- Executive Producer: Cate McManus
- Group Account Director: Chloe Sloofman
- Account Supervisor: Gustavo Feria
- Account Supervisor: Simon Talluri
- Business Affairs: Nikki Balekjian
PRODUCTION COMPANY: Furlined
- Executive Producer: David Thorne
- Line Producer: Jill Sartore
- Director: PACO
- DP: Michael Gioulakis
- Casting: AHC, Kirsten DeWolfe Casting, Powerhouse Casting
EDIT: Cut + Run
- Executive Producer: Bebe Baldwin
- Post Producer: Ron Rendon
- Editor: Jay Nelson
- Assistant Editor – Erin Offenhauser
- Colorist: Daniel de Vue
- Color Grade Producer: Geoff Linville
VFX / ONLINE / CONFORM / FINISH: Trafik
- Executive Producer: Karena Ajamian
- Finishing Producer: Charlotte Preuss
- VFX Artist: Sean Anderson
MUSIC: Squeak E Clean
SOUND DESIGN &B MIX: Howdy Sound
Mixer: Dusty Albertz
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