Three Families Discover the Door to More in Heartwarming Film by DoorDash and GUT Miami

Nov. 12, 2024

DoorDash launched “Hay DoorDash En La Casa,” a national, multicultural campaign showing Hispanic Millennials and GenZers that with DoorDash you don’t always have to cook to enjoy a meal at home with your people. With an anthem film and three vibrant OOH ads, the campaign celebrates and inverts a common Hispanic experience: you’re out with your parent or partner and ask to stop for food. They respond with the dreaded refrain “hay comida en la casa,” translating to “there’s food at home.” But now, DoorDash shows adventurous eaters they can bring all their favorite local restaurants into la casa with ease. The campaign is the first work for DoorDash from GUT Miami, which marks the expansion of the relationship within the GUT network, adding to the existing partnership with GUT Los Angeles. 

The work features contributions from a variety of Latino artists, filmmakers, and creators to imbue authenticity throughout touchpoints. The film was created with Rafael López Saubidet and Augusto Giménez Zapiola of The Argentines, a collective of directors hailing from Buenos Aires. It lovingly captures an emotional depiction of this universal Hispanic experience– the disappointment of hearing “hay comida en la casa” countered by the moment of celebration when kids realize that “la comida” was actually a DoorDash order. 

The three distinct OOH ads were created in partnership with GUT-curated artists by Black Madre, a versatile illustration studio from Brazil that ranges from realism to bold and graphic illustrations and typography. The designs use rich, Hispanic patterns sprinkled with different foods. GUT, in partnership with Black Madre and the artists, collaborated on the construction of the portraits, lettering, and final equalization and composition. The Hispanic artists are: Gina Rosas Moncada, a Colombian Illustrator, Printmaker and Graphic Designer; Caribay Benavides, a Venezuelan freelance illustrator; and Chelsy Escalona, a visual artist from Cuba. 

Eli Velez, DoorDash Managing Director for Partner Agencies and Superette said:

“The Hispanic community is an integral part of the DoorDash community and we know that many can relate to this insight of your parents telling you there’s food at home when you’re really craving something else. By partnering with a range of talented Hispanic creators, we’re able to authentically capture this universal experience, the power of family dinner and the joy of sharing a meal together. This campaign is a testament to DoorDash’s selection for any taste, family and moment.”

 

Juan Javier Pena, GUT Chief Creative Officer, North America said:

“Our goal was to dial up the childhood nostalgia. US Hispanic consumers can almost universally relate to the little girl riding in the back seat and wanting something out of the ordinary for dinner, only to be told there’s food at home. Family dinners are an important part of their lives, so we wanted the work to resonate across generations and show how DoorDash can help busy families make the everyday experience of enjoying a meal together a special moment.”