In a playful new Super Bowl campaign, 50 Cent turns rivalries into comedy, taking aim at Diddy while promoting DoorDash’s “Big Game Beef.”
Rap icon and media mogul 50 Cent is back in the spotlight ahead of Super Bowl Sunday, but this time he’s not promoting music — he’s promoting beef. In a new DoorDash campaign titled “The Big Beef,” 50 Cent stars in a humorous commercial that leans into his notorious reputation for feuds, including a playful jab at longtime rival Sean “Diddy” Combs.
The commercial, released as part of DoorDash’s Super Bowl marketing push, features 50 Cent delivering food items from a DoorDash bag — including a bag of cheese puffs and a surprising package of combs. The moment is a clear nod to Diddy, prompting the rapper to quip, “They sell combs — what a coincidence.”
The stunt aligns with 50 Cent’s well-known public persona: bold, outspoken, and always ready to roast a rival. In the commercial, he uses that energy to “deliver the beef” in more ways than one, positioning DoorDash as the go-to delivery service for big-game cravings and big-game drama.
DoorDash’s campaign centers on the idea of rivalries — whether between teams, friends, or famous personalities. In the lead-up to Super Bowl Sunday, the brand is tapping into the cultural moment of competitive banter and playful trash talk, and 50 Cent’s on-screen persona fits perfectly.
The ad is expected to run across social media platforms and digital channels during Super Bowl weekend, though it may not appear during the live broadcast itself.
For 50 Cent, the partnership made sense. He said the concept felt “authentic,” given his long history of public feuds and his reputation for being unafraid to speak his mind.
“This is what I do,” he said. “I talk. I roast. I deliver.”
While the commercial is a humorous marketing effort, it also highlights a growing trend: major brands are increasingly using social media-focused campaigns to reach audiences during big events like the Super Bowl. DoorDash’s approach shows that the buzz around the game extends far beyond the TV broadcast — and that brands are willing to lean into celebrity culture to stand out.