Instacart is making a splash with its first-ever Super Bowl ad, teased today with a behind-the-scenes video featuring HEINZ Wiener Dogs, the Pillsbury Doughboy, and the iconic Old Spice Guy, Isaiah Mustafa.
The playful teaser, showcasing the trio rehearsing on set, will air during the AFC and NFC championship games on January 26 after its online debut on January 23. The full commercial, created by TBWA\Chiat\Day LA and Instacart’s in-house Creative Studio, will premiere during the Super Bowl on February 9, 2025.
Instacart’s decision to enter the Super Bowl advertising arena reflects its growing presence and strategic focus on sports marketing. Recognizing the unparalleled ability of sporting events to engage large audiences, the company has expanded its campaigns to include partnerships with the NFL, F1, WNBA, NHL, MLB, and the Paris Summer Olympics.
The teaser takes place in a dressing room where the Old Spice Guy (Isaiah Mustafa) is running lines for the upcoming spot. Suddenly, The Pillsbury Doughboy comes riding in on a HEINZE Wiener Dog to join in the rehearsal. Watch below:
Instacart’s inclusion of Mustafa is a nod to one of the most iconic Super Bowl campaigns in recent memory. Mustafa’s appearance in Tide’s 2018 “It’s a Tide Ad” campaign remains a standout example of how humor and brand crossover can captivate audiences.
That ad cleverly repurposed Mustafa’s suave Old Spice persona to hilariously promote Tide detergent, blurring the lines between two well-loved Procter & Gamble brands. The result was a viral sensation that not only reinforced Tide’s identity but also became one of the most memorable moments in Super Bowl advertising history.
By bringing Mustafa back to the Super Bowl stage, Instacart taps into his enduring cultural resonance while creating a new layer of humor and nostalgia for viewers. Paired with The Pillsbury Doughboy and HEINZ Wiener Dogs, this teaser promises a creative blend of whimsy, familiarity, and fun that aligns with Instacart’s mission to make grocery shopping entertaining and accessible.
This milestone continues the momentum established under the leadership of CMO Laura Jones, who has led the company through a transformative three years. Since 2021, Instacart has launched its first integrated campaign, refreshed its brand identity, and partnered with major cultural moments like the MTV VMAs featuring Lizzo.
The company’s IPO celebration in Times Square and its CLIO-winning cold and flu campaign have further solidified its creative reputation. Instacart also marked its first Olympics appearance during the 2024 Paris Games and introduced emotional storytelling in recent campaigns like Kazoo and Big Sister.
Instacart’s marketing efforts have achieved significant results, with a 140% increase in unaided brand awareness and a 66% rise in brand consideration. The Super Bowl commercial represents another step forward in the brand’s journey, combining humor, nostalgia, and creativity to connect with audiences.
Fans can catch the teaser during the AFC and NFC championship games and the full commercial during the Big Game on February 9, 2025.
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