DoorDash has unveiled one of its biggest campaigns to date. Introducing Dash – a uniquely Kiwi superhero who embodies the brand’s promise of speed, reliability, and humor. What makes this campaign even more powerful? The iconic Queen song “Flash”, remixed as “Dash!” It provides a high-energy backdrop for a character who’s fast, friendly, and always there when hunger strikes.
The campaign received the blessing of Queen’s legendary lead guitarist, Brian May’s team, who signed off on the reworked version of his hit song.
The partnership between DoorDash and May’s team creates an unforgettable link between the world’s most recognisable rock band and their newest delivery hero. The campaign, which has just launched, is sure to make waves with its unique blend of character, music, and humour. Below is an exclusive sneak peek into the next spot in the campaign series.
Rhian Bedford-Palmer, DoorDash Marketing Manager, shares her excitement about the campaign: “We knew ‘Flash’ was the perfect anthem to pair with Dash – a superhero who always delivers on time. Getting approval from Brian May’s team was a huge honor, and the addition of such an iconic track takes this campaign to the next level. Music has the power to strengthen the emotional connection to the brand, and that’s exactly what we’re aiming to do with Dash!”
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Why music matters in advertising
Music is an incredibly powerful tool in advertising, not just as a background element but as a central force in creating brand salience and awareness. Research shows that well-known, recognisable songs can lift brand recall and emotional connection by up to 50%. Music is often one of the first emotional triggers that makes people connect with an ad and the brand behind it.
For this campaign, DoorDash and the creative agency Federation tapped into the global recognition of Queen’s “Flash”. The song has had a renewed cult following since it was featured in the Ted movie. Marketing professionals know that integrating a legendary piece of music into a commercial elevates it from being a simple advertisement to a cultural moment. Every time viewers hear the “Dash!” remix, they’ll be reminded of DoorDash’s promise to get food to your door when you need it—just like that iconic line “Dash! Ahhhhhh!”
May’s approval of the remixed song, despite its connection to Flash Gordon, showcases how strategically choosing the right music can transcend product messaging. May’s team had to approve each lyric change, and this process added an extra layer of credibility to the campaign. By using a legendary piece of music, DoorDash is tapping into the song’s rich cultural history, embedding the brand into the hearts of New Zealanders.
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Peter van der Fluit, Creative Director, Liquid Studios adds: “It’s not every day you get to rearrange a legendary rock anthem. No pressure! We knew we had to keep the operatic rock essence intact, especially those high notes. But the real magic came from Dash himself, as our hero had some serious lungs and was able to nail those extreme falsetto notes in the audio booth. We’re proud of the way we’ve molded the cult classic song into an iconic brand track.”
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A superhero who delivers when you need him most
Dash is a superhero for everyone – a down-to-earth, chill-as hero with limited superpowers. His charm, relatability, and impeccable timing reflect everything DoorDash stands for: fast, reliable, and ready to answer the call when the craving hits.
Brad Collett, Chief Creative Officer at Federation, the creative agency behind the campaign, explains: “From the very beginning, we wanted to create a character who would resonate with Kiwis. Dash isn’t about being flashy. He’s about being there when you need him. With the addition of the iconic Flash track, we were able to make the campaign even more memorable, giving Dash a truly epic entrance.”
Creative collaboration and cultural cut-through
The campaign also demonstrates DoorDash’s unique approach to creativity, with bold and humorous vision at the forefront. Collett adds, “DoorDash punches above its weight creatively. We’re lucky to have a client that embraces the freedom to think outside the box. Our approach is rooted in the fact that advertising is about more than just delivering a message — it’s about creating something people remember and enjoy.”
The use of the track also nods to the iconic Flash Gordon film. Flash Gordon, originally a 1930s comic strip, became a pop culture icon with the 1980 film, thanks to its campy action and Queen’s unforgettable anthem. Despite its age, the character continues to resonate with fans. While Dash doesn’t have any characteristics of Flash, having the two connecting parts improves brand salience and emotional impact.
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Bradley Thomas, General Manager of DoorDash NZ, emphasises the importance of this campaign for the brand’s New Zealand presence: “Dash is the embodiment of everything DoorDash represents – fast, reliable, and always there when you need him. What makes him even more special is the added dose of relatability and Kiwi humor. We’re incredibly excited about this campaign and can’t wait for New Zealanders to connect with Dash the way we have. We have already seen New Zealand fall in love with him”
Looking ahead: the future of Dash
As the campaign continues to evolve, DoorDash is committed to building on the success of Dash as a character that resonates deeply with New Zealanders. Thomas adds, “This is just the beginning. We have several surprises in store for Dash, and we’re confident Kiwis will love him.”
The campaign marks a new chapter in DoorDash’s efforts to bring delivery magic to Aotearoa, one order at a time. With the combination of an iconic song, a relatable superhero, and sharp Kiwi humour, “Dash!” is set to become a standout campaign in New Zealand’s advertising landscape.
Rolling Stone AU/NZ newsroom and editorial staff were not involved in the creation of this content.
