Instacart has unveiled its official return to the Super Bowl with a playful new commercial titled “Bananas,” starring actor and filmmaker Ben Stiller and multi-platinum recording artist Benson Boone. Directed by Spike Jonze via MJZ, the :30 features the duo as retro European disco-pop performers and highlights Instacart’s newest product feature, Preference Picker. The commercial will air during the first quarter of the Big Game telecast in the U.S.
The ad provides a fresh take on grocery obsession, with comedic creativity from Stiller, Boone, and Jonze–all shot on vintage tube cameras to heighten the retro disco energy of the performance.
The campaign also introduces Instacart’s latest in-app product innovation, Preference Picker. Starting with bananas, this new tool lets customers select their preferred ripeness–from “not ripe” to “almost ripe” to “ripe”–so shoppers can hand-pick your groceries just the way you like them.
“Bananas” marks Jonze’s first Super Bowl spot in more than 20 years. Set on a 60-foot, glittering stage illuminated with orange and green LED lighting, the commercial opens with Stiller and Boone singing about how they choose their perfect bananas using Instacart’s Preference Picker product feature, before their synchronized duet escalates into a full-blown musical showdown. Boone’s character ups the ante with soaring vocals and an effortless mid-performance flip; Stiller’s character attempts to match it, with an outcome that is totally bananas.
Instacart’s internal creative agency, Local Produce, worked in partnership with McCann and BBDO to create the 2026 Super Bowl campaign.
Choreographer Robbie Blue crafted the dance for the ensemble, including the duo’s synchronized–and not-so-synchronized–moves.
Production designer Meghan McClure built the towering LED stage and engineered the ambitious 16-foot flipping stunt sequence performed by Stiller’s stunt double.
Costume designer Courtney Hoffman’s electric green, disco-inspired jumpsuits and custom, dazzling oversized fruit costumes amplified the scene’s bold look and feel.
And DP Autumn Durald Arkapaw–whose lensing of Sinners recently earned a Best Cinematography Oscar nomination–helped define the spot’s striking visual style, using dynamic lighting and camera movement to elevate the performance and give the ad its cinematic energy.
