DoorDash introduces Kiwis to delivery superhero Dash in new campaign via FEDERATION, featuring an iconic Queen hit – approved by Brian May’s team
DoorDash is ramping up its brand presence in New Zealand with the launch of its biggest local campaign to date – introducing a uniquely Kiwi superhero, a reimagined cult-classic anthem, and a high-octane creative execution, created in partnership with creative agency FEDERATION.
The campaign, created in partnership with creative agency FEDERATION, stars ‘Dash’, a fast, friendly, and distinctly down-to-earth delivery hero who might not have superpowers, but always shows up when hunger strikes. With his high-vis cape and perfect timing, Dash is here to remind New Zealanders that when cravings call, DoorDash is the answer.
Every great hero needs an unforgettable anthem. For Dash, that anthem is Queen’s legendary “Flash” song, now re-recorded and remixed into “Dash!” in a bespoke campaign track, created with the blessing of Queen’s Brian May’s team.
Says Brad Collett, Chief Creative Officer of FEDERATION: “The integration of music in advertising is a powerful tool for emotional connection and brand storytelling, and having a legendary Queen track will make this DoorDash campaign iconic. Having a kickass superhero in the mix, helps too.”
The integrated campaign will be unmissable and will roll out across Linear TV, BVOD, out-of-home, radio, print, social, and digital channels.
Says Bradley Thomas, General Manager, DoorDash NZ: “Dash is the embodiment of everything DoorDash represents – fast, reliable, and always there when you need him. Best of all he adds a good dose of relatability and Kiwi humour to every situation he is summoned to. We’re so excited to launch this campaign and know New Zealanders are going to love Dash.”
The campaign officially kicks off nationwide from 25 May 2025, with the first of three 30-second TVCs, ‘Drop the Ball’, which brings to life every sports fan’s worst nightmare: a ruined game day feed.
It marks a new chapter in DoorDash’s commitment to bringing delivery magic to Aotearoa, one order at a time.
Client: DoorDash
Marketing Manager: Rhian Bedford-Palmer
Agency: FEDERATION
Production company: Supernormal
Directors: THUNDERLIPS
Music & Sound Production: Liquid Studios & Franklin Rd
PR: Bastion Shine & FEDERATION
Social: Bastion Shine
Media: Wavemaker
Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.