DoorDash is using antiheros stuck in awkward social situations to reach an under-40 sweet spot.

Three hero spots for “We Get Groceries, So You Don’t Have To,” show people desperately trying to exit uncomfortable situations by offering to make a grocery run. Unfortunately, like one woman trapped amidst excessive ooh-ing and aah-ing with a mom-to-be at a party, the people in the campaign are thwarted by friends or family informing them that they can get groceries delivered with DoorDash.

“Comedy can be so memorable, and this campaign is grounded in a humorous insight to keep grocery delivery with DoorDash top of mind,” says Heather Cameron, head of brand and creative for DoorDash Canada.

“We were dreaming up all kinds of different scenarios from which you’d want to escape,” adds Meghan Kraemer, co-founder and executive creative director for agency partner, Hard Work Club. The campaign’s two other spots include a woman trying to leave a chaotic family morning by wrongly declaring she needs eggs, while the other features a non-sports fan desperate to escape his friends’ soccer team watch-party defeat.

Kraemer says the agency liked the insight of a victim comedically trapped in different scenarios, as well as the counterintuitive insight that sometimes you just want to go to the grocery store. She tells strategy says the category is typically very celebrity-driven, and that DoorDash tends to have an underdog mentality as a true challenger brand, and really loves creative storytelling as an organization as well as a high element of craft.

The sweet spot for the brand, is roughly the under-40 set, overindexing to young families, students and whoever else wants the convenience of grocery delivery.

The media buy by Wavemaker is targeting key DoorDash customer segments, including young families and sports fans, through a combination of TV and online video.

The campaign is supported by contextual OOH across Canada, strategically placed in locations including Toronto and Montreal airports where aptly-placed, playful headlines read: “Welcome Home (your milk is expired.).” Alongside paid social, digital display and targeted search, the brand is also leaning into organic social and influencer amplification led by Ruckus Digital. All these initiatives emphasize the convenience of grocery delivery with the brand, while maintaining the campaign’s cheeky tone, which DoorDash adopted in its January campaign.