Director Luke Monaghan, SOUTH Stir Up Appetite With Rousing Soccer Chant For DoorDash


Robert Goldrich
Monday, Jul. 4, 2022


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DoorDash, an official sponsor of Major League Soccer, has delivered its“Passion Should Never Go Hungry” campaign which is inspired by soccer fans. 

Directed by Luke Monaghan via production company London Alley, this centerpiece spot follows a diverse crowd of soccer fans, following the lead of an impassioned capo. As he bellows out a rousing soccer chant, set to the tune of “When The Saints Go Marching In” with playfully tweaked Spanglish lyrics, the horde marches through the street, demanding what they most desire: food. Singing about their love of pizza and fries, the chant deepens with increasing layers of harmony and instrumentation, transforming into a full-blown musical experience as it reaches its crescendo.

The DoorDash in-house team approached music and sound house SOUTH directly for the project. With the song and lyrics already chosen by DoorDash, SOUTH was tasked with all the rest, from original music and voice casting to arrangement, sound design, and final mix.


Client, Marketing and Creative DoorDash Kofi Amoo-Gottfried, chief marketing officer; David Bornoff, sr. director, brand marketing; Vanessa Carr, director, partnership marketing; Ariel Gaylinn, sr. manager, marketing; Mariota Essery, executive creative director; Ben Bellayuto, Armando Samuels, creative directors; Matteo Catanese, art director; Alok Mahadevia, Colin Frawley, copywriters; Jeremy Lewis, producer. Production Company London Alley Luke Monaghan, director; Billy Pena, DP; Matthew Kauth, Sandy Haddad, exec producers; Taylor Bjorn Bro, line producer. Editorial Uppercut Sean Fazende, editor; Cayce Coyle, exec producer; Jared Thomas, head of production; Ivan Ovalle, post producer. Postproduction London Alley Kath Raisch, colorist; Ivan Ovalle, producer; Matthew Kauth, Sandy Haddad, exec producers. Music & Sound SOUTH Music & Sound, Los Angeles Ann Haugen, exec producer; Dan Pritikin, Matt Drenik, creative directors; Robin Holden, composer, sound designer; Jon Darling, composer; Allison Lapinski, producer. Audio Post SOUTH Music & Sound Robin Holden, mixer

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