• by Danielle Oster , February 4, 2025

DoorDash just kicked off its Super Bowl campaign promoting the delivery service’s membership program, DashPass.

DoorDash hands the ball to Grammy-nominated comedian Nate Bargatze, reportedly the top touring comedian of 2024. Entitled “Give Yourself A Pass,” the multiplatform campaign functions as the brand’s return to the Super Bowl.

According to DoorDash, its DashPass membership program -- which includes free delivery -- has saved its members an average of $5 per eligible order, for a total of more than $10 billion since its global launch in 2018.

A 15-second teaser video unveiled yesterday depicts Bargatze calculating his DashPass savings on recent orders, as a series of mathematical equations is overlaid onscreen.

In a release announcing the campaign, DoorDash said the ad was inspired by the “cultural phenomenon” of “girl math,” a tongue-in-cheek social media meme referring to elaborate justifications for questionable spending decisions.

Bargatze claims to be an organic fan of the brand. "I'd already been using DoorDash a lot for a pretty long time," the comedian said in a statement. "So when they reached out to me to do a spot for DashPass I didn't have to think about it much. I already believed in them as a company, sometimes more than once a day if you know what I mean."

The focus on DashPass follows DoorDash expanding the membership services’ perks through partnerships last year, including providing the Max with Ads streaming services to members, and rideshare benefits through an agreement with Lyft.

“Lyft is a service that's used by millions of riders. And many of those riders already are DoorDash customers…but a lot of them are also not DashPass subscribers,” DoorDash co-founder and CEO Tony Xu said during an earnings call with investors discussing Q3 earnings. “And so, I think it's a great opportunity for us to continue to add engagement to the DashPass program, as well as new DashPass members.”

DoorDash’s Super Bowl ad will be supported by a series of digital and social activations from the brand, including additional teasers. It’s also giving fans of the game’s losing team a reason to celebrate (or at least some consolation) through a “DashPass Gives Second Place a Pass” promotional activation. The promo offer allows residents of the city of the losing team (Kansas City or Philadelphia) an offer of 50% off one order (for a value of up to $15) on Monday, Feb. 10.