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Behind the Work in association withThe Monthly Cut
DoorDash Puts Fandom Before Branding in GUT LA’s Global World Cup Push
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17/07/2026
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CCO Ariel Abramovici explains how the agency united DoorDash, Wolt and Deliveroo around the collective madness of football – turning everyday utility, historic Easter eggs and even the brand’s logo into tools for fans
World Cup advertising has been expansive to say the very least. Brands have activated from every angle, drawing on themes of togetherness, passion, legacy, preparation and so much more. But the tall task is joining in on the hype in a way that is native to the brand. There are few things as wince-worthy as advertising that feels like a square piece is being rammed into a circle hole
At GUT LA, the team knew that the way fans behave during the tournament flies in the face of norms. This became the agency’s springboard in its work for DoorDash. “The insanity of the World Cup thrives on anything but reality,” explains chief creative officer Ariel Abramovici. “Every corner of the world loses its mind. People scream, cry, kiss strangers, climb poles, and embrace [people] they’ve never met before.”
This collective madness felt like the most natural territory to play in creatively. “We wanted to enable fandom. DoorDash is already the twenty-four-seven assistant in everyday life, and during the World Cup, that role becomes even more valuable,” he says. This is done by removing the friction of everyday responsibilities or mishaps so fans can surrender to the matches.
Given that it had to work across brands, this required heavy collaboration and planning between the agency, DoorDash, Wolt and Deliveroo. They needed to ensure the insight worked globally while resonating locally. And knowing how vivid memories about special games of the past can be, the team included many Easter eggs of past World Cups, like the unforgettable 7-1 scoreline from Germany vs Brazil from the 2014 tournament.
“Many of us at GUT Los Angeles are international and are soccer fans. So it was easy for us to pull these references and see it resonate globally,” says Ariel. “This spot is a tribute to fútbol and more particularly, to fútbol fans.”
Ariel explains that while brands spend millions to put their logos in front of World Cup fans, the truth is “fans’ attention is everywhere except the logos.” Inspired by the platform ‘Deliver Us to Fútbol’, the team challenged themselves to deliver fans what they actually care about.
“With these kinds of big cultural competitions, the biggest mistakes brands make are that they start with ‘What do we want to say?’ While fans start with ‘What do we care about?’” Ariel is sure that the gap between these two questions is where most sponsorships fall flat. “So anytime a brand is participating in one of these cultural events, the same question applies: ‘What role can your brand play that fans would actually miss if you disappear?’”
The idea then became an immersive one. “We transformed our logo into a live scoreboard, turning the two ‘O’s’ in ‘DoorDash’ into the scoreboard’s zeros, displaying it across high-traffic locations,” he says. “Because today, the smartest way to make your logo bigger isn’t to make it larger; it’s to make it more useful.”
Every time Ariel and his team finish a presentation to their clients, they ask the same question: ‘How are you feeling right now?’ A focus on feeling is second-nature for them. “An ownable feeling for a company called GUT, which is founded on the principle of intuition,” he notes.
With this campaign, they wanted to echo the visceral reaction people have during the World Cup, and all the emotion that comes with it. “Time to overfeel, everyone,” offers Ariel. And the experience has been a pleasure for everyone involved. “Just like the real world, we have one eye on the games and one eye on our work,” he jokes. “To be able to mix both passions was a blessing and a very good excuse to tell our bosses.”
Behind the Work in association withThe Monthly Cut
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