Grocery technology leader Instacart has confirmed its return to the Super Bowl advertising roster, securing a 30-second spot to debut its new "Preference Picker" technology. The ad, titled "Bananas," is scheduled to air during the first quarter in the U.S. and the second quarter in Canada on Sunday, 8 February 2026.
The campaign marks a significant creative investment, helmed by award-winning director Spike Jonze in his first Super Bowl commercial in over two decades. The creative execution stars actor Ben Stiller and multi-platinum recording artist Benson Boone as a retro European disco-pop duo.
Creative Concept: The 'Bananas' Rivalry
The spot leverages a high-concept narrative to highlight specific app functionality. Stiller and Boone perform a synchronized duet on a 60-foot LED-lit stage, singing about their specific banana ripeness preferences. The performance escalates into a "theatrical rivalry," culminating in a spectacular onstage crash involving Stiller’s character.
To maximize digital engagement, Instacart is simultaneously releasing a director's cut—a long-form version expanding the narrative arc and musical elements beyond the broadcast constraints.
Production Credits: The campaign was developed by Instacart's internal agency, Local Produce, in partnership with McCann and BBDO.
Product Innovation: 'Preference Picker'
The commercial serves as the launch vehicle for Preference Picker, a new in-app tool designed to digitize the tactile decision-making of grocery shopping. Available immediately across most retailers on the Instacart Marketplace, the feature allows customers to select their specific banana ripeness preference:
Not Ripe
Almost Ripe
Ripe
This feature joins Instacart's broader "Grocery Quality Controls" suite, which includes tools for real-time inventory checks, shopper notes, and AI-powered "Smart Backups." The company has confirmed plans to expand Preference Picker to other high-variability categories, such as avocados and deli meat thickness, in the coming months.
Why Bananas?
The focus on bananas is driven by robust transactional data. Bananas are the number one selling product on Instacart, with over 1.8 billion units delivered to date. Furthermore, they generate the highest volume of specific shopper notes (over 32 million), indicating a significant consumer desire for control over this specific SKU.
Laura Jones, Chief Marketing Officer at Instacart, commented on the strategy:
"We intentionally cast an unexpected duo who each bring something distinct: sharp comedic timing and emotional, musical lift – creating a spot with both precision and playfulness. The ad is bold and funny, but grounded in something very real: Instacart's commitment to helping people get groceries just how they like."
Danilo Boer, Global Creative Lead and Partner at McCann, added: "From the beginning it was clear we shared the same creative sensibilities and love for epic absurdity as the Local Produce team... This partnership, combined with Spike's incredible storytelling skills, Ben's unmatched comedic voice, and Benson Boone's out-of-this-world musical talent was the recipe for a truly memorable film."
Instacart Enlists Spike Jonze, Ben Stiller, and Benson Boone for 'Bananas' Super Bowl Spot to Launch New App Feature
