Skip is teaming up with new brand face Seth Rogen for creative centred on how the food-delivery app could alter common movie plot devices.

The campaign, by partner Courage, sees the actor and a writing partner hashing out movie ideas, one of which is a mob hit plot potentially undermined by the target ordering delivery instead of attending a sit-down restaurant ambush.

According to Skip’s VP of marketing Rachel MacAdam, its focus has been on deepening emotional connection making Skip not just a utility, but a brand people relate to and genuinely enjoy engaging with.

“Campaigns like this one are designed to build distinction through tone, humour and storytelling,” she notes.

Skip’s largest brand campaign to date, MacAdam says the investment reflects its commitment to continuing its connection with Canadians and amplifying its creative voice through high-impact storytelling.

As MacAdam explains, fall is a high-engagement period when Canadians are settling back into routines and looking for comfort, entertainment and convenience, spaces where Skip plays a natural role.

“It’s also the perfect time to introduce a new creative direction that will carry through into the year ahead.”

According to Courage co-founder and CCO, Dhaval Bhatt, Seth Rogen naturally fit the brand personality and this new approach, replacing prior pitchman, actor Jon Hamm.

And Bhatt says that while the Mad Men star has been great for the brand, its “Skip to the good part” is a platform that’s bigger than any one celebrity.

“Of course, never say never. Who knows, maybe we’ll have multiple celebrities in the next iteration.”

Rolling out nationally across TV, online video, out-of-home and social, the campaign, supported by buyer, UM Canada, also includes longer form content.

“For us it’s always been about creating something that entertains the audience versus being unencumbered by length,” Dhavall says, telling strategy this campaign takes a cross-platform approach, integrating long-form video, social storytelling and contextual placements that extend the humour beyond traditional channels.

“We’ve leaned into formats that reward attention and participation rather than interruption, to maximize reach and memorability.”

According to Skip, its Skip+ loyalty program has also helped it differentiate itself in the competitive food delivery space, with partnerships with brands like NHL, Live Nation Canada and WestJet, which “tap into consumer passion points.”