I’m Danny Dyer, and I’m a Tosser

The Coolr Effect

– 30M+ YouTube ad impressions
– 4M YouTube views
– 3M impressions across Meta
– Organic Instagram performance: 68.3K views with a 3.8% engagement rate

The Story

Deliveroo challenged us to turn a purely functional brief into something people would actually want to watch. The task was simple on paper — push groceries on the platform over summer — but inherently uninspiring in a season dominated by high-energy, lifestyle-led advertising.

Rather than dressing up a dull message, we leaned into entertainment as the strategy. We partnered with Danny Dyer, using his unmistakable voice and humour to spotlight the unsung heroes of the summer BBQ: the sides and salads. By fully embracing Danny’s tongue-in-cheek comedy, we turned a functional grocery message into a culturally fluent idea, encouraging audiences to “be proud to be a tosser” while landing Deliveroo’s Freshness Promise.

The creative was carefully scripted and shot to feel native, living authentically across both Deliveroo’s and Danny’s channels. What began as a utility-led objective became entertainment-first content, driving nearly 50% of viewers beyond the halfway point, compared to just one-third for Mid-Fi.

Crucially, this sustained attention translated into action. The 20-second cut delivered the highest CTR of the campaign, outperforming Mid-Fi by over 3×, proving that even the most functional messages can drive action when people actually enjoy watching them.

The Takeaway

– Humour earns attention in crowded moments
– Talent only works when it feels native, not forced
– Holding attention drives meaningful action