DoorDash is bringing to life its delivery bags via animatronics as the backbone of a new campaign devised by DDB Sydney.

The campaign includes 13 films directed by Jeff Low, a 2025 Cannes Grand Prix winner, and features animatronic puppeteers. These films depict DoorDash riders with delivery bags that have expressive “eyes” and engage in small talk about their deliveries. The campaign is set to launch across multiple platforms, including film, out-of-home, audio, digital, and social media.

DoorDash is seeking to broaden its service beyond food delivery to encompass a wider range of on-demand services.

Madison Westall, Head of Brand for DoorDash ANZ, stated, “This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia. We’re no longer just a food delivery app: we’re here to change how Aussies think about getting everyday things done. This new platform is intentionally branded wall-to-wall, and built to drive distinction, differentiation – and a few laughs. We’ve outgrown dinner – this is about showing up for our customers by broadening what they can access on-demand, and giving them time back for what matters.”

Matt Chandler, Chief Creative Officer at DDB Sydney said, “We couldn’t be more excited to join forces with DoorDash. They’re a brilliant team; genuinely great people, leading an iconic global brand loaded with the kind of ambition and potential that we get out of bed in the morning for. This first work is the beginning of what will be a long-term platform with a cast of characters we think Australia will fall in love with, even though they’re, you know…delivery bags.”

The campaign features a steel drum cover of 50 Cent’s “P.I.M.P.” by The Bacao Rhythm and Steel Band. Tom Lawrence, Creative Director at DDB Sydney added, “The chance to relaunch a brand with a client who really believes in the power of creativity is a rare opportunity, and one we didn’t take lightly. It has been a serious pleasure crafting this work, right down to agonising over the – surely right – decision to choose a steel drum cover band’s rendition of 50 Cent’s P.I.M.P.”

Samuel Raftl, Creative Director at DDB Sydney, explained, “We brought the bags to life through in-camera puppetry rather than animation because, like us, they’re imperfect, and a little rough around the edges. We think it’s their limited, bag-shaped view of the world that makes them endearing…and their mindless small talk so oddly fascinating.”