DoorDash asks What's For Hockey
The campaign built in partnership with Broken Heart Love Affair puts DoorDash at the centre of NHL hockey night, making it easier than ever to be a fan.
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Hockey night is one of the last rituals that reliably pulls a family into one room together.
As the Official On-Demand Delivery and Pick Up Partner of the NHL, DoorDash wants to be the reason why that ritual runs smoother, without missing a moment of the action.
DoorDash's newest creative platform, What's For Hockey, reframes what it means to be a hockey family by creating a universe where casual hockey fans are core to the fandom. Some fans watching from home can't name the starting lineup, but they can answer the campaign's namesake question in a split second.
"Hockey night is about getting everyone together, regardless of whether some family members are more invested in the food than the game," said Jennifer Richardi, Global Head of Brand and Creative at DoorDash. "This is the family DoorDash wants to show up for to make the ritual effortless. The more memories families create together over a shared love of the game and the food around the game, the more our NHL partnership is doing exactly what we built it to do."
Credits
View on- Agency Broken Heart Love Affair/Toronto
- Production Company Denim/Toronto
- Director Jack Driscoll
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Credits
View on- Agency Broken Heart Love Affair/Toronto
- Production Company Denim/Toronto
- Director Jack Driscoll
- Talent Max Domi
- Talent Evan Bouchard
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Broken Heart Love Affair/Toronto
- Production Company Denim/Toronto
- Director Jack Driscoll
- Talent Max Domi
- Talent Evan Bouchard
“We love that DoorDash is supporting families and hockey fandom with this new sponsorship. Every family has a unique hockey night routine and answers What’s For Hockey differently,” said Rachelle Claveau, President at Broken Heart Love Affair. “Hockey families already ask it without thinking twice. We just gave it a name, and helped DoorDash become the answer."
The spot opens on a single family settling in to watch the game, answering "What's For Hockey" with a different response each time: pizza, sushi, or whatever anyone’s craving that night. The camera pulls back to reveal that this living room is just one part of a larger neighbourhood on ice with households near and far assembling on an expansive hockey rink. Players pass the puck across the ice as the game begins, and Dashers glide across on skates to deliver cravings just in time for puck drop, linking every home to the action.
“I love ideas that smash together the surreal with the everyday. To make this spot a reality, we found an Olympic-sized hockey rink in Montréal, then built all the living rooms on the ice and filled the place with families – and a frankly heroic amount of food,” said Jack Driscoll, Director at Denim. “The comedy came from having highly skilled hockey players flying around at breakneck speed, while real Canadians sat at home, completely oblivious to the world unfolding around them.”
The spot features cameos from Max Domi (Toronto Maple Leafs Forward) and Evan Bouchard (Edmonton Oilers Defenceman), while representing all seven Canadian NHL clubs throughout.
What’s For Hockey rolls out across television and streaming, digital video, audio, display, out-of-home and social, reaching fans in a variety of places throughout the season. DoorDash recently announced it is the presenting sponsor of all Wednesday night regular-season national NHL games and Stanley Cup Playoff games broadcast on Prime Video in Canada, with placements built into the broadcast from the opening moment to the final graphic.
