DoorDash says You Shouldn't Have...
The American food delivery company unveils a musical Valentine's Day spot directed by Brandt Lewis and produced by Good Behavior.
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As Valentine’s Day pressure builds and the risk of getting it wrong looms large, DoorDash is showing up with a song and a solution.
You Shouldn’t Have is an ode to better gifting reminding audiences that DoorDash takes the guesswork out of gifting, no matter what your relationship looks like.
The campaign was created by GUT Los Angeles, directed by Brandt Lewis and produced by Good Behavior. The anthem is built around the universal fear of getting a gift wrong. The film follows a series of relatable, often cringey vignettes, for a diverse array of relationships: a misunderstood situationship, a painfully bad (if well-meaning) painting, a gift for her that’s really for him, a customisation that misses the mark, and an inadvertently insulting last minute purchase.
“You Shouldn’t Have” marks GUT LA’s fourth Valentine’s Day campaign with DoorDash. Previous years explored singles, men who don’t receive flowers until their funerals, and the playful dynamic of DoorDash acting as the essential "third partner" in a relationship. The Valentine’s Day platform uses modern love as a lens to reflect how people actually navigate relationships today.
Credits
View on- Agency GUT/Los Angeles
- Production Company Good Behavior
- Director Brandt Lewis
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Credits
View on- Agency GUT/Los Angeles
- Production Company Good Behavior
- Director Brandt Lewis
- Editing MakeMake
- VFX MakeMake
- Color MakeMake
- Music Overcoast Music & Sound
- Head of Brand + Creative Jennifer Richardi
- Creative Lead Yusong Zhang
- Senior Copywriter Matt Logie
- Copywriter Lead Christina Li
- Senior Creative Rachel Dady
- Senior Copywriter Brandon Getty
- Chief Creative Officer Ariel Abramovici
- Co-Chief Creative Officer Bruno Acanfora
- Associate Creative Director Julian Amarillo
- Associate Creative Director Harold Moreira
- Art Director Lucero Soria Guevara
- Head of Production (HP) Renata Neumann
- Senior Producer Alex Hoffman
- Senior Producer Jenny Valladares
- Copywriter Lisa Fernandez
- Art Director Jane Reese
- Executive Producer Victoria Guenier
- Head of Production Adam Lawson
- Producer Megan Pfaffenroth
- Production Designer David Duarte
- DP Damian Acevedo
- Head of Production Dani Spagnoli
- Editor Damion Clayton
- Assistant Editor Lucas Ferreira
- Producer Aymi Sanchez
- Executive Producer Andrea (Dre) Krichevsky
- Executive Producer Shada Shariatzadeh
- Lead VFX Artist Kevin Stokes
- Senior VFX Producer Everett Cross
- Head of Production Sam Cornwell
- Executive Producer Chris Harlowe
- Executive VFX Producer Alex Michael
- Colorist Jonny Thorpe
- Executive Producer Christina Roldan
- Color Producer Alex Zhao
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Credits
powered by- Agency GUT/Los Angeles
- Production Company Good Behavior
- Director Brandt Lewis
- Editing MakeMake
- VFX MakeMake
- Color MakeMake
- Music Overcoast Music & Sound
- Head of Brand + Creative Jennifer Richardi
- Creative Lead Yusong Zhang
- Senior Copywriter Matt Logie
- Copywriter Lead Christina Li
- Senior Creative Rachel Dady
- Senior Copywriter Brandon Getty
- Chief Creative Officer Ariel Abramovici
- Co-Chief Creative Officer Bruno Acanfora
- Associate Creative Director Julian Amarillo
- Associate Creative Director Harold Moreira
- Art Director Lucero Soria Guevara
- Head of Production (HP) Renata Neumann
- Senior Producer Alex Hoffman
- Senior Producer Jenny Valladares
- Copywriter Lisa Fernandez
- Art Director Jane Reese
- Executive Producer Victoria Guenier
- Head of Production Adam Lawson
- Producer Megan Pfaffenroth
- Production Designer David Duarte
- DP Damian Acevedo
- Head of Production Dani Spagnoli
- Editor Damion Clayton
- Assistant Editor Lucas Ferreira
- Producer Aymi Sanchez
- Executive Producer Andrea (Dre) Krichevsky
- Executive Producer Shada Shariatzadeh
- Lead VFX Artist Kevin Stokes
- Senior VFX Producer Everett Cross
- Head of Production Sam Cornwell
- Executive Producer Chris Harlowe
- Executive VFX Producer Alex Michael
- Colorist Jonny Thorpe
- Executive Producer Christina Roldan
- Color Producer Alex Zhao
This year builds on that approach by tapping into romantic ambiguity, social pressure, and decision fatigue around gifting. Through humour and relatable misfires, the campaign speaks authentically to Gen-Z while reinforcing DoorDash as the easiest way to show you care. Ultimately, this ongoing narrative shifts consumer perception, cementing DoorDash as the go-to for retail and gifting year-round, not just for dinner.
“Every year we try to speak to an underserved Valentine’s audience. This year, it was the silent majority: bad gifters. People with the best intentions, but whose gift choices don’t quite represent how much they care. ” said Ariel Abramovici, CCO, GUT Los Angeles. “We leaned into the awkward, funny, and very human moments that happen when love is there, but execution isn’t. An ’80s power ballad was the perfect way to heighten the drama of these misfires and turn them into epic moments.”
Brandt Lewis joined Good Behavior last year. He worked as an art director at Deutsch, Crispin Porter + Bogusky, 72andSunny, and Wieden+Kennedy before taking the leap into commercial directing in 2018. As a director, he brings a blend of big brand thinking and craft expertise to all of his projects. His off-kilter sense of humour is anchored by an earnest heart, showing how human truths can be inherently funny.
