Ben Stiller is not impressed with Benson Boone’s falsetto—and that’s exactly the point of Instacart’s latest Super Bowl advertising push. The grocery delivery platform is returning to the Big Game for the second year in a row with a 2026 Super Bowl ad directed by Spike Jonze, this time swapping last year’s mascot parade for a star-powered, retro comedy duo. Stiller and Boone play thick-accented “siblings” in glittering ’70s showman costumes, mustaches and all, seated beside a bright green Instacart bag that ties the whole visual gag—and the brand—together.
The campaign is being teased with two 30-second spots, “Harmonizing” and “Goals,” that introduce the offbeat pair ahead of their full appearance among this year’s super bowl commercials. In “Harmonizing,” Stiller picks apart Boone’s high notes, lampooning his pitch while they attempt to sing together. “Goals” leans into game-day confusion, with Stiller chiding Boone for derailing his earnest monologue about football—only for viewers to realize he’s talking about the wrong kind of football entirely. Both teasers showcase the kind of absurd, character-driven humor that often helps super bowl ads stand out in a crowded field.
Instacart’s shift to A-list talent reflects a more traditional Super Bowl advertising strategy compared with its 2025 debut, when the brand assembled nine iconic mascots—including Chester Cheetah, the Jolly Green Giant, the Kool-Aid Man, and the Pillsbury Doughboy—for a chaotic, nostalgia-fueled spot. Fans can revisit that first outing in the [Super Bowl commercial archive](https://www.superbowl-ads.com/super-bowl-commercial-archive-video/), where Instacart now sits alongside decades of memorable game-day campaigns. With this new direction, the brand is betting that a tightly written celebrity concept will resonate as much as last year’s mascot mashup.
The grocery delivery category will be particularly competitive in this year’s lineup of super bowl ads. Instacart will share the stage with rivals Uber Eats and Grubhub, while category leader DoorDash—fresh off a major adtech acquisition—is skipping an in-game buy after three straight Super Bowls. For fans tracking how delivery apps are using the Big Game to define their brands, Instacart’s evolution from mascot chaos to polished comedy can be viewed alongside its 2025 spot, “[We’re Here](https://www.superbowl-ads.com/instacart-super-bowl-lix-2025-ad-were-here/),” and its upcoming 2026 campaign previewed at [SuperBowl-Ads.com](https://www.superbowl-ads.com/instacart-returns-2026-super-bowl-ad/).
Both “Goals” and “Harmonizing” will get prime pre-game exposure on linear TV before the full Super Bowl commercial drops. “Goals” is slated to air during the NFC Championship Game on Fox on Jan. 25, while “Harmonizing” will appear during NBC’s Super Bowl pregame show. It’s a classic drip strategy: build buzz with teasers, get fans talking on social, and then cash in with a full-length spot when the lights are brightest. For viewers and marketers alike, Instacart’s campaign will be one to watch in the 2026 roster of super bowl commercials.
