Grocery delivery ‘brings the magic’ to the mundane in mind-bending Gopuff ad
Prepare to be spellbound watching the grocery delivery app’s most ambitious creative to date.
Gopuff says it isn’t just about the convenience of online grocery delivery any more; it’s about weaving magic into the mundane. Today marks the launch of the brand’s largest marketing endeavor yet, ‘Bring the Magic,’ aimed at bringing a touch of magic to the everyday hustle and bustle.
The campaign’s centerpiece is a surrealist and cinematic commercial directed by Smuggler’s Adam Berg. It follows a superhuman protagonist dressed in everyday clothes who appears to effortlessly melt through walls and float to the tops of skyscrapers — all in an effort to deliver necessities to customers. In other words, as the creative would suggest, the speed, quality and consistency that Gopuff offers inserts a sense of magic into the everyday.
“With a business predicated on speed and a team with its finger on the pulse of culture, Gopuff does more than deliver products – we create experiences,” said Tyler Stewart, head of marketing and creative partnerships at Gopuff.
“‘Bring The Magic’ is a strategic campaign designed to share that magic with a broader audience while also serving as a promise to our existing customers that, with Gopuff, their every day can be a bit more special. By taking a more refined approach with this campaign and the creative, we’re growing up without growing old.”
The full-funnel campaign encapsulates activations, movie theatres, influencers, linear TV, connected TV, OTT, out-of-home and social.
Mother New York led the creative while Media by Mother handled its assets and distribution.
“There’s a belief at Gopuff, from the founders to the micro-fulfillment centers, that there’s an opportunity to make life’s simplest moments and everyday necessities exciting,” said Oriel Davis-Lyons, chief creative officer at Mother New York. “You feel it anytime you open the app and that’s what we wanted to capture with this platform and the work. The brand is on the threshold of becoming a household name and we’re proud to partner with it on that journey.”
Launch day includes a TikTok takeover and presence within the NBA playoffs on ESPN, ABC and Turner. The commercial will also run in theaters for the opening weekends of Challengers, starring Zendaya, and The Fall Guy, starring Ryan Gosling and Emily Blunt.
Gopuff also plans to make its brown paper bags famous by issuing a series of limited-edition premium tote bags, first in New York City, Philadelphia and Miami. Later, Gopuff will collaborate with talent and brand partners. In addition, and as an invisible thread throughout the campaign, Gopuff is launching culturally relevant collections such as ‘The Yes Chef Bag,’ ‘The Situationship Bag,’ ‘The Prepper Bag’ and ‘The Dial Up Bag.’
Stewart added that the work is designed to build brand awareness and define Gopuff’s next chapter.
“We wanted to ensure that this film sets the stage, not only for the feeling of magic through the visuals but also how it positions us in consumers’ minds,” he told The Drum. “It’s elevated and polished, while still being fun and spontaneous.”
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