Not That Dramatic

DoorDash Canada has launched a new national campaign promoting its DashPass membership programme through a series of humorous, period drama-inspired films created with Wieden+Kennedy Toronto. Titled ‘Not That Dramatic’, the campaign exaggerates the familiar hesitation people feel before ordering food delivery, transforming everyday indecision into elaborate tales of longing and suspense. Directed by Steve Ayson, the first two spots, ‘The Forbidden Order’ and ‘For All OfUs’, use the conventions of classic romance to highlight the value of DashPass.

The campaign was inspired by the insight that many Canadians remain unaware of DashPass' benefits despite the programme already being available. By turning the simple decision to order delivery into an over-the-top emotional drama, the films contrast exaggerated hesitation with the practical advantages of DashPass, including $0 delivery fees and reduced service fees. One spot draws on the style of an 1800s forbidden romance, while the other recreates the emotional farewell of a 1970s train station goodbye, with both concluding that ordering in becomes much easier with DashPass.

Rolling out nationally in English and French across TV, CTV, online video, gaming and digital channels, the campaign is designed as the beginning of a broader creative platform exploring the idea of "drama and instant resolution". DoorDash Canada says the work not only raises awareness of DashPass but also showcases its value through humour, cinematic production and highly relatable everyday behaviour.