Instacart is returning to the Big Game with a full-blown musical spectacle. The grocery technology company’s second Super Bowl commercial, titled “Bananas,” airs during the first quarter in the U.S. and the second quarter in Canada.
Directed by Spike Jonze in his first Super Bowl appearance in more than two decades, the :30 spot stars actor and filmmaker Ben Stiller alongside multi-platinum recording artist Benson Boone.
Set on a towering, glittering stage washed in orange and green LED light, the ad transforms Stiller and Boone into a retro European disco-pop duo locked in a theatrical rivalry over bananas. The pair sing about selecting their perfect fruit using Instacart’s new Preference Picker feature before the duet escalates into a full-scale musical showdown.
Boone ups the ante with soaring vocals and a gravity-defying flip, while Stiller attempts to match the move and crashes spectacularly into a drum kit. The spot closes with the line “Bananas just how you like,” underscoring both the ad’s playful tone and Instacart’s newest in-app innovation, which allows customers to choose their preferred banana ripeness.
Instacart is also releasing a director’s cut of the spot, expanding the rivalry into a longer narrative that gives both performers more room to shine. The extended version builds toward the onstage crash with additional choreography, humor, and musical flourishes. Watch below:
“We’re thrilled to be back in the lineup for this year’s Big Game. Last year’s results exceeded our expectations and propelled our business forward, so this year we wanted to show, in the boldest way possible, that Instacart is the grocery technology leader that truly cares about getting your groceries right,” said Laura Jones, Chief Marketing Officer at Instacart. “We intentionally cast an unexpected duo who each bring something distinct: sharp comedic timing and emotional, musical lift – creating a spot with both precision and playfulness. Ben and Benson delivered the perfect mix of humor and heart, while Spike’s incredible direction brought this rich world to life. The ad is bold and funny, but grounded in something very real: Instacart’s commitment to helping people get groceries just how they like.”
“Spike Jonze is one of our great directors, so working with him was a dream,” added Ben Stiller. “Benson is insanely talented, both as a dancer, singer, athlete, and now actor. The whole thing was so much fun.”
“Working on a Super Bowl commercial for Instacart blew my mind,” noted Benson Boone. “However, adding Ben Stiller to the equation… diabolical.”
Shot using vintage tube cameras, the spot leans into a deliberately analog, throwback aesthetic to heighten its disco-era energy. The production brought together a standout creative team, including choreographer Robbie Blue, production designer Meghan McClure, costume designer Courtney Hoffman, and director of photography Autumn Arkapaw (Sinners, Teen Spirit), whose work helped define the ad’s bold visual language.
The campaign introduces Instacart’s Preference Picker, the latest addition to its Grocery Quality Controls. Available across most retailers on the Instacart Marketplace, the feature allows customers to select banana ripeness, from “Not Ripe” to “Almost Ripe” to “Ripe,” with plans to expand to other categories like avocados and deli meats.
“From the beginning it was clear we shared the same creative sensibilities and love for epic absurdity as the Local Produce team. We quickly became one team ideating and problem solving in real time,” said Danilo Boer, Global Creative Lead and Partner, McCann. “This partnership, combined with Spike’s incredible storytelling skills, Ben’s unmatched comedic voice, and Benson Boone’s out-of-this-world musical talent was the recipe for a truly memorable film.”
Instacart spotlighted bananas in its Super Bowl LX campaign because they are the platform’s number one selling item, with more than 1.8 billion bananas delivered to date. They also generate more shopper notes than any other product, proving that even the smallest preferences can make a big difference.
CREDITS:
BRAND: Instacart
Chief Marketing Officer: Laura Jones
AGENCY: McCann New York
Partner: Danilo Boer
AGENCY: BBDO New York
PRODUCTION COMPANY: MJZ
- Director: Spike Jonze
- President: David Zander
- Executive Producer: Eriks Krumins
- Line Producer: James Waters
- Producer: Alyssa McAuliffe
- Director of Photography: Autumn Durald Arkapaw
- Production Designer: Meghan McClure
- Costume Designer: Courtney Hoffman
- Choreographer: Robbie Blue
POST/ VFX: Significant Others
POST/ VFX: The Perlin
EDIT: Final Cut US
- Editor: Jeff Buchanan
- Editor: Crispin Struthers
MUSIC/SOUND: Squeak E. Clean
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