Instacart 70s Nostalgia Ad for Super Bowl: Key Findings
Campaign Snapshot
Instacart is back for another Super Bowl, and the tone shows up immediately.
The grocery delivery brand has signed Ben Stiller and Benson Boone for a new campaign directed by Spike Jonze, his first Super Bowl spot in more than 20 years.
The choice puts Instacart alongside brands using the game to shape perception over time, suggesting a company returning to it with a purpose.
Instacart didn't want to wait until game night, and has already released two 30-second teasers that are already running, giving viewers a feel for the tone before the full spot airs.
It is a common move among veteran Super Bowl advertisers, but still a notable one for a brand only in its second year in the mix.
Rather than treating the Super Bowl as a single moment, Instacart is building familiarity ahead of it by returning to the Big Game on its social media channels.
Comedy and Music Share the Message
The teasers, “Harmonizing” and “Goals,” lean heavily on a fun chemistry between the singer and the actor.
In one, Stiller and Boone sing about choosing bananas on Instacart, letting the joke sit in the absurdity of caring that much about produce.
In the other, a mix-up over football terminology sparks casual back-and-forth that feels like two friends talking with no script.
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There is very little product explanation here, and that appears to be the point, as Instacart is not trying to teach viewers how the app works.
In a Super Bowl environment where many brands and ads made history, this campaign gives us a different look from other adverts, with a 70s visual style of recording similar to a tv show.
Jonze’s direction keeps the focus on timing and performance, giving the humor room to breathe and setting the brand apart through restraint.
A Practical Super Bowl Strategy
Super Bowl advertising now comes with real pressure, as a 30-second spot costs between $7 million and $8 million, and expectations rise with every dollar.
Last year’s game delivered more than 120 million viewers in the U.S., once again making it the most-watched television broadcast of the year.
Hence, Instacart’s decision to return suggests the company sees value in the event, as one Super Bowl appearance can introduce a brand, and two adverts build familiarity.
That context explains the teaser-first approach and the decision to stretch visibility across major NFL moments, with the rollout including:
- “Goals” is airing during the NFC Championship Game on FOX on January 25
- “Harmonizing” is airing during the Super Bowl pregame on NBC on February 8
For brands outside traditional Super Bowl categories like beer or automotive, repetition often determines whether an ad lands or disappears, and Instacart’s approach reflects a broader shift in Super Bowl strategy:
- Showing up consistently matters more than debuting loudly when brand equity is still forming.
- Early exposure builds comfort before viewers are flooded with ads on game night.
- Tone can do more work than scale when attention is already stretched thin.
The campaign shows how everyday services can build brand identity without overexplaining the idea.
Our Take: Is Instacart Thinking Long-Term?
I think this is indeed the case, since this second campaign at the Super Bowl isn’t chasing a reaction or trying to win the night.
The jokes aren't bombastic, the casting feels easy, and the direction stays patient, as in the grocery delivery industry, getting remembered matters more than getting noticed once.
If Instacart keeps showing up like this, the Super Bowl starts to look less like a momentum and more like part of the plan.
While this is their sophmore campaign for Super Bowl LX, many brands are making their first debut, such as Pringles, Kinder Bueno, and Albert, betting on celebrities to stand out.
But the biggest surprise of this year might be Nike not returning to the Big Game, as they are the NFL's supplier.
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