All the Ads

Why it works

One Super Bowl ad that turned everybody else's into prizes. For Super Bowl LVIII in February 2024, DoorDash promised that one viewer would win something from every commercial in the game, from a BMW electric car and a trip anywhere in the world to 30 pounds of mayonnaise. To enter, people had to copy down an absurdly long promo code shown in DoorDash's own spot and submit it online, while the prize list grew as each new ad aired. A man from San Antonio, picked at random, received some 2,468 items worth up to about $480,000. It is studied because it borrowed the attention every other advertiser had paid roughly $7 million per 30 seconds to buy, and turned it into a live demonstration that a food-delivery app could bring almost anything to your door. It won the Titanium Grand Prix at Cannes Lions 2024, where the jury praised it as a product demonstration on a scale it had never seen.