McGarrah Jessee, Director Mike Long Find "It’s All In The Phone" For Instacart

App stands for appliance in this Instacart spot from agency McGarrah Jessee (McJ) and directed by Mike Long via production house Rumpus + Make. Titled “It’s All In The Phone,” the commercial depicts the Instacart app as a versatile, essential grocery tool. The :30 shows people using their smartphones in very literal, unexpected ways at home--chopping carrots, dipping chips into guacamole, toasting Pop-Tarts, and more. 

Instacart creative director Brian Button said: “From Instacart’s perspective, we needed to communicate the message that everything from your grocery store is on Instacart and Instacart is on your phone.”

The cleverly executed creative showcases how time-starved ShopRite (an Instacart grocery retailer partner) customers can get their grocery items faster and enjoy them faster with a little extra help from Instacart. The :30 spot and a shorter :15 version will run across OTT platforms (e.g. Hulu, Discovery+, DirecTV, Peacock) starting now and throughout 2023. 

Tim Roan, chief creative officer of McJ, said, “We’ve come to a point where everything is on our phones. So we just exaggerated that for Instacart. Now, your phone is your sous chef, your chip dip, your toothpaste tube, or even your toaster.  We leaned into visual storytelling--show, don’t tell--and director Mike Long helped us stick the landing with an all in-camera treatment that created rich, cinematic scenes.”