USA
Instacart Goes ‘Bananas’ in Super Bowl LX Ad, Featuring a Showdown between Ben Stiller and Benson Boone: Instacart will return to the Super Bowl advertising stage with its second Big Game commercial, a 30-second spot titled “Bananas,” scheduled to air during Super Bowl LX on Sunday, February 8, 2026. The advertisement will run in the first quarter in the United States and the second quarter in Canada.
The commercial is directed by Spike Jonze, marking his first Super Bowl advertisement in more than 20 years. It stars actor and filmmaker Ben Stiller alongside multi-platinum recording artist Benson Boone. The spot introduces Instacart’s newly launched Preference Picker feature through a stylized musical performance.
A Musical Concept Built Around Grocery Preferences
Set on a 60-foot LED-lit stage designed with orange and green lighting, the ad presents Stiller and Boone as a retro European disco-pop duo. The pair begin with a synchronized performance centered on selecting bananas using Instacart’s Preference Picker, before the scene develops into a competitive musical exchange.
The performance escalates as Boone’s character delivers a mid-performance flip, while Stiller’s character attempts to follow and crashes into a drum set. The commercial concludes with the line “Bananas just how you like,” referencing the product feature that allows customers to specify banana ripeness.
Director’s Cut and Creative Approach
In addition to the broadcast spot, Instacart is releasing a long-form director’s cut by Spike Jonze. The extended version expands the narrative and musical rivalry, adding additional choreography and performance elements leading up to the staged on-set crash.
The commercial adopts a deliberately analog visual style, using vintage tube cameras to enhance the retro aesthetic. According to Instacart, the approach reflects a focus on craftsmanship and classic performance techniques rather than digital effects.
Instacart’s Super Bowl Strategy
Instacart’s Super Bowl LX appearance follows the company’s first Big Game ad in 2025. According to Laura Jones, Chief Marketing Officer at Instacart, the decision to return reflects the company’s emphasis on product innovation and customer experience.
The ad highlights Preference Picker, a feature now available across most retailers on the Instacart Marketplace. The tool allows customers to select banana ripeness options ranging from “Not Ripe” to “Ripe,” with availability varying by location and retailer.
Grocery Quality Controls Explained
Preference Picker is part of Instacart’s broader Grocery Quality Controls, which also include:
Inventory Check, offering real-time stock visibility
Shopper Notes, allowing customers to add specific instructions
Replacement Preferences, enabling pre-selected substitutes
Smart Backup, which provides AI-generated alternatives
Second Store Check, which may route orders to another store when items are unavailable*
Instacart has indicated plans to expand Preference Picker to additional categories, including avocados and deli items.
Why Bananas Were Chosen
Bananas are Instacart’s top-selling product, with more than 1.8 billion units delivered since the platform’s launch. They also generate the highest number of Shopper Notes—over 32 million—illustrating the importance of small quality preferences in grocery shopping.
Pre-Game Teasers and Promotions
Ahead of Super Bowl LX, Instacart released two 30-second teasers titled “Goals” and “Harmonizing,” featuring the same characters. The teasers aired across multiple platforms in the U.S. and Canada.
To support game-day shopping, Instacart is partnering with Kraft Heinz and Gorton’s Seafood on limited-time promotions running from late January through early February. The offers align with purchasing trends highlighted in Instacart’s annual Snacktime Report.
