Ben Stiller and Benson Boone Disco It Up in Instacart’s Bananas Super Bowl Ad
Ben Stiller and Benson Boone Disco It Up in Instacart’s Bananas Super Bowl Ad
Spike Jonze directs Instacart’s 30-second 'Bananas' spot, pairing Ben Stiller with Benson Boone in a disco showdown over banana ripeness.
Instacart is back in the spotlight for the Super Bowl with a bold, disco-fueled spectacle titled Bananas. The 30-second spot, directed by Spike Jonze, enlists Ben Stiller and Benson Boone as rival disco performers whose partnership spirals into an over-the-top centerpiece of stagecraft and grocery precision. The production unfolds on a towering 60-foot glittering stage bathed in orange and green LED lighting, a showiest backdrop that matches the playful insanity of a brand-new feature.
The commercial centers on Instacart’s new Preference Picker, an in-app tool that lets customers specify banana ripeness from Not Ripe to Ripe. What begins as a synchronized duet about finding the perfect bunch quickly devolves into a full-blown theatrical rivalry, complete with soaring vocals, precise choreography, and enough energy to power a small stadium. Mid-performance drama erupts when Boone executes a dramatic back flip, prompting Stiller to climb toward a drum kit in a high-stakes attempt to keep up with the spectacle.
Beyond the crunch of the beat and the glitter, the ad is really selling a practical feature: personalization at a glance. The spoofed rivalry is a clever proxy for the way Instacart aims to tailor groceries to individual tastes, down to the exact ripeness level of fruit. The closing tagline—Bananas just how you like—caps the message with a wink, underscoring the platform’s commitment to giving shoppers more control over their grocery experience while keeping the mood light, entertaining, and memorable.
This marks Spike Jonze’s return to a Super Bowl commercial after more than two decades, a notable moment for viewers who associate his name with inventive, cinematic ads. The spot will air in the United States during the first quarter and in Canada during the second quarter on Sunday, February 8, signaling a cross-border push to showcase a blend of high-concept filmmaking and everyday utility. As brands increasingly blend entertainment with practical features, Bananas hints at a future where playful performances also demonstrate tangible perks in shopping apps.
