Ben Stiller And Benson Boone Lead Instacart Super Bowl Ad

Instacart is back in the Super Bowl spotlight for the second year running, this time armed with a star-powered, nostalgia-drenched campaign that’s already turning heads before the Big Game even kicks off. On January 22, 2026, the grocery delivery giant revealed two 30-second teaser spots for its upcoming Super Bowl 60 commercial, starring none other than comedy legend Ben Stiller and chart-topping singer Benson Boone. The duo, cast as bickering, moustachioed brothers named Gary and John, are set to bring a mix of musical flair and sibling rivalry to America’s biggest advertising stage.

This year’s campaign signals a notable shift for Instacart. After debuting in the 2025 Super Bowl with a parade of iconic brand mascots—think Chester Cheetah, the Kool-Aid Man, and the Pillsbury Doughboy—the company is now betting on A-list celebrities and comedic chemistry to capture viewers’ attention. The teasers, directed by acclaimed filmmaker Spike Jonze in his first Super Bowl commercial in over two decades, ooze 1970s retro charm and promise a fresh, musical twist on the classic sibling dynamic. According to Adweek, Jonze’s involvement alone has raised expectations for the campaign, given his reputation for redefining brand storytelling.

The first teaser, aptly titled “Harmonizing,” features Stiller and Boone in matching shiny costumes—complete with bold mustaches and a signature green Instacart bag between them—crooning about the joy of picking out your own bananas via Instacart. But the harmony quickly devolves into playful bickering, with Stiller critiquing Boone’s falsetto and the brothers’ musical number unraveling in a flurry of comedic jabs. It’s a scene that captures the campaign’s throwback energy and sets the tone for what’s to come.

The second teaser, “Goals,” leans into the age-old football versus fútbol debate—a classic recipe for sibling squabbles. Stiller’s Gary, brimming with excitement for their upcoming performance, declares, “I’m hoping for many, many goals.” Boone’s John, ever the little brother, gently corrects him: “It’s a different football. They touch down.” The banter escalates, with Stiller poking fun at Boone’s “big moustache, and big muscles, but still little boy head.” According to USA TODAY, the exchange is a nod to the kind of sports-fandom conversations that can turn even the simplest chat into a whirlwind of raised eyebrows and shrugs.

These teasers aren’t just digital one-offs. Instacart has mapped out a multi-platform rollout to build anticipation ahead of Super Bowl Sunday. “Goals” is slated to air during the NFC Championship Game on FOX on January 25, 2026, while “Harmonizing” will hit screens during the Super Bowl pregame show on NBC on February 8. The full hero commercial is expected to follow shortly after, but even in teaser form, Instacart’s campaign is already making waves across social media and TV.

The creative firepower behind the campaign is nothing short of impressive. Instacart’s internal agency, Local Produce, teamed up with top-tier advertising firms BBDO and McCann to bring the vision to life. Danilo Boer, global creative partner at McCann, described the collaboration as a natural fit, saying, “When we started working with the Instacart team, it was clear they believed in breakthrough ideas and it immediately felt like we could do something big together. That openness paved the way for an epic idea that entertains fans during advertising’s biggest night of the year—we think we’ve made the perfect recipe for a Super Bowl win.”

Instacart’s chief marketing officer, Laura Jones, echoed that sentiment, pointing to the company’s successful Super Bowl debut last year as a key motivator for returning in 2026. “After the tremendous response to our first-ever Super Bowl campaign in 2025, returning in 2026 was a logical decision for the business. Last year’s campaign, ‘We’re Here,’ broke through in culture and delivered real results, driving growth in orders, new customers, and engagement across the board for Instacart and our CPG partners. We’re thrilled to build on that momentum and bring Instacart back to the Big Game for a second year, finding a fresh way to delight fans and continue accelerating our growth,” Jones said in a statement reported by Adweek.

Indeed, the numbers back up Instacart’s decision to double down. The 2025 Super Bowl campaign led to a staggering 72% increase in traffic from new users, according to Adweek. That kind of spike is the stuff of marketing dreams, and it’s clear Instacart is keen to keep the momentum rolling with its 2026 effort.

For Ben Stiller, this marks a return to the Super Bowl ad circuit. He last appeared in a Big Game commercial in 2023, starring alongside Steve Martin for Pepsi Zero Sugar. Benson Boone, meanwhile, is making his Super Bowl commercial debut—a high-profile gig that comes on the heels of his multi-platinum music success. Boone is also set to perform a charity concert in San Francisco during Super Bowl week, further cementing his presence as one of the event’s breakout stars.

This year’s Super Bowl ad race is shaping up to be fiercely competitive in the food delivery sector. Instacart will be vying for attention alongside Uber Eats and Grubhub, while category leader DoorDash—after three consecutive Super Bowl appearances and a major adtech acquisition last year—has opted to sit out the 2026 game. That leaves Instacart with a prime opportunity to capture a bigger slice of the market (and the national conversation) as millions tune in for the commercials as much as the football.

The pivot to celebrity-driven, comedic storytelling appears to be a calculated move. While last year’s mascot-packed extravaganza played on nostalgia and brand recognition, this year’s campaign aims to forge a more personal connection with viewers, using humor and the universal language of sibling rivalry. The focus on choice and personalization—core values for Instacart—remains front and center, cleverly woven into the musical numbers and banter between Stiller and Boone.

As Super Bowl Sunday approaches, all eyes are on Instacart to see whether this star-studded, Spike Jonze-directed campaign will strike the right chord with viewers and deliver another touchdown for the brand. If the teasers are any indication, fans can expect a blend of laughs, catchy tunes, and perhaps a few surprises when the full ad finally airs. One thing’s for sure: Instacart isn’t just showing up for the Big Game—they’re aiming to steal the show.