Instacart is returning to the Super Bowl for the second year in a row, and it’s doing so with a trio that immediately raises expectations.
The brand has teamed up with Ben Stiller and multi-platinum recording artist Benson Boone for a new spot directed by Spike Jonze, marking Jonze’s first Super Bowl commercial in more than 20 years.
Ahead of the full ad’s debut, Instacart released two 30-second teasers today that lean into musical comedy, sibling-style banter, and the brand’s ongoing focus on choice and personalization.
The first teaser, “Harmonizing,” features Stiller and Boone singing about how Instacart lets shoppers choose their bananas, only to derail into playful bickering. The spot offers a quick but clear taste of the ad’s throwback energy and musical charm. Watch below:
The second, “Goals,” finds Stiller’s character enthusiastically explaining that they are excited to sing for viewers during the football game and hoping for “many, many goals,” before Boone gently corrects him: “It’s a different football. They touch down.” The exchange escalates into more mock-sibling friction, underscoring the comedic chemistry between the two.
The teasers are rolling out as part of a multi-platform campaign. “Goals” will air during the NFC Championship Game on FOX on January 25, while “Harmonizing” is set to run during the Super Bowl pregame on NBC on February 8.
The full hero spot is expected to follow shortly, but even in teaser form, Instacart is signaling a confident return to advertising’s biggest stage, pairing star power, humor, and a director known for redefining what brand storytelling can look like.
More very soon.
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