GUT and DoorDash Debut "Can’t Help Helping" Campaign

Jul. 18, 2024

GUT LA, leading online commerce platform DoorDash and Superette, the platform’s creative studio, today announced the debut of their new “Can’t Help Helping” campaign, aimed at highlighting how being a “Dasher” provides the flexibility that allows gig workers to honor their commitments to their families.  
The “Can’t Help Helping” campaign is an extension of DoorDash’s new "Your Door To More" brand platform, which launched in January. The full-funnel campaign will run in both Spanish and English across social media, OTT and other assets. 

Trevor Reader, Senior Director of Dasher Marketing at DoorDash said:

“Our mission at DoorDash is to grow and empower local economies. We are proud of the flexibility and earning opportunities that dashing provides, and that this latest campaign reflects the real use cases and experiences that Dashers have on our platform. We are excited to debut this new work with Superette and our great creative partners at GUT LA.”

 

The spot follows a day in the life of an inspiring Dasher, Ernesto. It opens with a voiceover stating, “That's Ernesto, he was born to help.” We then follow Ernesto during his day, traveling  around serving customers, while at the same time maintaining the flexibility to run back home to drop off his nephew’s soccer cleats, feed his parrot, and arrive home for dinner after the working day is finished. Throughout the spot, Ernesto pivots between picking up deliveries for customers and checking on other responsibilities in his own life.

Ariel Abramovici, CCO, GUT LA said:

”With this new campaign we want to celebrate the go-to people in Hispanic families who are always there to help out 24/7. The campaign is based on the insight that being a Dasher means having the ability to earn a living while balancing the needs of your loved ones, your role in the greater community, and having more choices about your time.”

 

This latest campaign follows a series of acclaimed work by GUT LA and DoorDash. Earlier this year, DoorDash collaborated with GUT LA on Valentine’s Day to redefine the traditional gender roles around flowers for the holiday with the debut of “Flowers are for Every Valentine." 

Last year, GUT LA and DoorDash introduced the “Self-Love Bouquet,” which reimagined the traditional dozen roses, featuring 11 fresh, red roses, and 1 Rose toy, the famous sex toy, designed to remind consumers on Valentine's Day to celebrate the love they have for the most important person in their lives: themselves.  The campaign won the PR Grand Prix at the 2023 Cannes Lions International Festival of Creativity.