For its second-ever Super Bowl ad, Instacart is taking a silly retro route with two very mismatched celebrities. In a pair of teasers (“Harmonizing” and “Goals”), actor Ben Stiller and singer Benson Boone dress up as a cheesy 1970s sibling singing duo – complete with matching green sequined suits and fake mustaches – and attempt to perform together. The gag is that Boone’s falsetto and football confusion drive Stiller nuts, creating an intentionally “unharmonious” comedy act for the delivery app. It’s an over-the-top, Spike Jonze-directed bit of nonsense that swaps product focus for pure goofiness – apparently Instacart’s idea of a traditional Big Game ad “with a healthy dose of silliness”. Instacart’s full commercial (directed by Jonze) will be revealed on game day, and we’ll update this page with the complete ad soon.
