Popular grocery delivery app Instacart’s new holiday film, “Big Sister,” delivers a poignant exploration of lonesomeness and connection, aiming to resonate with audiences seeking authenticity during the festive season.
Directed by production house Love Song's Justyna Obasi, the nuanced direction and reactive camera work bring an intimate, lived-in atmosphere, allowing the characters' emotional journeys to unfold naturally.
Rather than offering an overly cheerful solution, Instacart positions itself as a practical enabler, easing life’s burdens so people can focus on the present.
This honest approach aligns with the film’s beautiful message: holiday joy doesn't have to erase hardship — it can coexist with it.
In a statement, Obasi shared why she loved working on the Instacart campaign — it gives everyone permission to feel.
"Sadness is abundant in everyday life but rare in advertising. If we touched upon this nuance, we had to be delicate to make it real and compelling for the audience.
The characters were not moving from a 1 to a 10 on the happiness scale just by getting an Instacart order. What makes these films special is that Instacart is aware that their job isn’t to fix your life, but it is meant to make it easier," she explained.
"Big Sister" stands out in a series of overly sentimental holiday ads, offering a deeply human narrative that prioritizes relatability over perfection.
It's Okay to Not Be Okay
“Big Sister” opens in a dimly lit, quiet apartment where a lonely man greets his sister and brother-in-law, who have come to spend the holiday with him.
Noticing the nearly empty refrigerator, his sister jokingly asks if he eats anything and adds him to her Family Instacart account.
Together, they place an order, including a pumpkin pie.
A modest Christmas tree, perched on a box labeled “Alex’s stuff,” casts a soft glow in the corner.
When the pumpkin pie arrives, the words “Her Loss” are playfully written on top with whipped cream, hinting at a recent heartbreak.
The ad concludes with a heartfelt moment as the brother thanks his sister, and they sit down to share a warm, comforting meal together.
Meanwhile, New Zealand supermarket chain New World recently released a heartwarming holiday spot that highlighted the bond between a father and daughter and their love of their holiday traditions.
