Mothers have a lot on their plates, even in families that
try to tackle parenting more equitably. That's a common theme of Mothers’ Day campaigns, also picked up by DoorDash.
According to a 2023 Syracuse University study, schools default to
calling mothers first, even when fathers are listed equally on parental forms. Some moms even report being expected to plan their own Mother’s Day celebrations, according to DoorDash.
The delivery app launched a Mother’s Day campaign reimagining the brand as “DoorDads,” in an appeal to give moms the day off. DoorDash and its creative studio, Superette teamed up
with creative agency Gut Los Angeles for an ad that calls on dads to be “the ultimate 24/7 life assistant and partner to take on everyday tasks moms usually handle to give moms the break they
deserve this Mother’s Day.” The brand is running a promotion from May 9-11, offering up to $50 in credit (or up to $75 for DashPass members) toward qualifying time-saving gifts for
mom for customers who purchase a bouquet delivery.
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“We know firsthand that what Moms want most on Mother’s Day isn’t just a gift, it’s a real break,” Eli
Vélez, DoorDash managing director for partner agencies and Superette said in a statement. “With DoorDad, we wanted to help give families an easy, joyful way to show up for Moms and take
some of that everyday load off her plate.”
To promote the deal, they launched a campaign starring actress (and real-life mother of two) Brenda Song (“Running Point,”
“The Last Showgirl”). In the hero spot, Song brings to life relatable everyday parenting challenges faced by moms hearing endless
calls of “mom,” including a child yelling for mom while she’s in the bathroom. After introducing the premise, Song says “Don’t ask mom. Ask DoorDad,” and
explains the promotional deal.
“With DoorDad, we wanted to bring humor and heart to the ‘default parent’ truth and give Dad a little nudge to step up. Because when moms get a
break, everyone wins,” added Gut Los Angeles CCO Bruno Acanfora.