Benson Boone’s falsetto isn’t working for Ben Stiller.
Posing as heavily-accented siblings and dressed up as a ’70s-era singing duo, the two celebrities will star in Instacart’s second consecutive Super Bowl ad, directed by filmmaker and director Spike Jonze.
Last year, Instacart recruited a gaggle of nine brand mascots—including Chester Cheetah, the Jolly Green Giant, the Kool-Aid Man, the Pillsbury Doughboy, and more—to star in its first Super Bowl ad.
For 2026, it’s going down a more traditional Super Bowl advertising route, enlisting some A-listers and a healthy dose of silliness.
In two 30-second teasers released on Thursday (Jan. 22) titled “Harmonizing” and “Goals,” Stiller critiques Boone’s pitch and then scolds him for interrupting his misguided spiel about the wrong kind of football.
They’re dressed in shiny, structured costumes that match the green Instacart bag sitting between them. They also match one another, down to the mustache.
The delivery app is advertising in the game alongside two category competitors: Uber Eats and Grubhub. After three consecutive appearances—and a big adtech acquisition last year—U.S. category leader DoorDash is sitting this year out.
Both teasers will air on linear TV ahead of the Super Bowl. “Goals” will run during the NFC Championship Game on Fox on Jan. 25, and “Harmonizing” will air during the Super Bowl pregame show on NBC.
