Instacart Entertained Its Way to The Top (of Minds)

Super Bowl Sunday came and went. What about all the ads? Are these high dollar productions that cost a mint to run now lost in time and soon to be forgotten? Or will they endure in the minds of fans for months and possibly years to come?

For me, one Super Bowl spot stood out this year. One brand boldly defied the Sea of Sameness, and delivered something memorable. Hat’s off to Instacart for going bananas. Their spot has the director, the cast, the costumes, the stunts, and the music all going for it. When performed, the copy—like the physical comedy at the heart of the spot—is effective and funny.

“We’re living in the age of now. We’re living in the age of now. We’re living in the age of now.  Instacart lets you choose your bananas, from green to extra ripe.”

On LinkedIn, Simon Derungs called the spot “ridiculously entertaining,” and reminded us that Dave Trott once said, “Make your marketing campaigns entertaining. Entertainment usually is the cost of admission to someone’s brain.”

The ad was created by Instacart’s internal creative agency, Local Produce, in partnership with McCann and BBDO. It was directed by Spike Jonze and stars actor Ben Stiller, alongside multi-platinum recording artist Benson Boone, who play a moustachioed, bickering disco-pop duo from another era.

“From the beginning it was clear we shared the same creative sensibilities and love for epic absurdity as the Local Produce team. We quickly became one team ideating and problem solving in real time,” said Danilo Boer, Global Creative Lead and Partner, McCann. “This partnership, combined with Spike’s incredible storytelling skills, Ben’s unmatched comedic voice, and Benson Boone’s out-of-this-world musical talent was the recipe for a truly memorable film.”