Grubhub’s Special Delivery
Spec Campaign • Spring 2025
So how do you deliver meaning?
For this speculative Super Bowl campaign, I asked: what if we stopped treating delivery drivers like background characters and started treating them like action heroes?
The result is Special Delivery, a 60-second commercial that plays out like a John Wick fever dream, following a Grubhub driver fighting through mascots, cheerleaders, and a football game to complete the most high-stakes stadium delivery of all time.
During halftime, a real life Grubhub driver sprints onto the field in the same uniform from the spot, carrying that same frantic commercial energy from start to finish, pyrotechnics and all. It's transmedia storytelling that makes the Super Bowl itself part of the narrative.
The campaign includes a full ecosystem: social activation with #SpecialDelivery real-life driver stories, behind-the-scenes content series, game day activations, and even a mobile game.
Sometimes the best way to stand out is to be a little dramatic about it.