LAFC Jumbotron Stunt

Carlos Vela uses DoorDash to deliver everything to his home: the LAFC’s BMO stadium

DoorDash and LAFC debuted Celebrity Dashcam, a live in-stadium activation during LAFC’s October 5th match that turned star former player and LAFC fan favorite, Carlos Vela, into the ultimate brand storyteller.

Created with GUT Los Angeles, the stunt featured Vela sitting fieldside and “ordering” increasingly unexpected items from DoorDash. Deliveries ranged from groceries and local restaurants to beauty, fitness, and office supplies – each arriving in the iconic red DoorDash bag. Fans watched the skits unfold on the Jumbotron during halftime, transforming a typical matchday moment into an entertaining showcase of everything DoorDash can deliver. The playful, halftime narrative became a bold, memorable demonstration of the convenience of DoorDash.

“With Celebrity Dashcam, we wanted to show LAFC fans that you can get almost anything delivered on-demand with DoorDash on match day and beyond", said Ariel Gambardella, Head of Brand Partnerships at DoorDash. “From groceries to office supplies, the idea was to bring that breadth to life in a playful, unexpected way right in the middle of a match. By tapping into humor and the energy of sports, we gave fans a taste of what’s possible with DoorDash.”

"This was advertising that didn’t feel like advertising. It was entertainment, built right into the matchday experience. With Celebrity Dashcam, DoorDash broke the mold of traditional sponsorships and turned an LAFC game into a stage for humor, storytelling, and brand love," said Bruno Acanfora, Chief Creative Officer, GUT Los Angeles.

Crafted for fans in the stadium and amplified far beyond, content from the activation is rolling out across DoorDash’s social and digital channels, bringing the fun of Celebrity Dashcam to many more.