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For Instacart’s first Super Bowl ad, the grocery-delivery company is enlisting the help of mascots.
The 30-second trailer shows a few famous mascots prepping for an upcoming ad campaign.
The ad takes place on the set of a shoot for an Instacart commercial. First, we see a white horse that appears to be a nod to the horses in Old Spice’s ads
Then, we’re taken inside a trailer on set where actor Isaiah Mustafa, the longtime face of Old Spice’s famous “Man Your Man Could Smell Like” campaign, is rehearsing his lines. Still in pitchman mode, he reminds viewers to stock up on products for the game by shopping from Instacart’s app.
The camera then pans to the Pillsbury Doughboy, who is riding one of the Weiner dogs from Kraft-Heinz’s 2016 Super Bowl ad.
We then zoom back to Mustafa, who has the Instacart app open on his phone. Snacks literally fall out of his hands as he tells viewers to use the Instacart app to look for deals.
The spot ends with the three mascots dancing in their trailer surrounded by bags of groceries from Instacart while teasing that “we’re in a commercial” that just so happens to air on Feb. 9 during the Super Bowl.
This year marks Instacart’s Super Bowl debut after running TV ads around other tentpole events like last year’s Summer Olympics and the MTV Music Awards. Instacart is working with TBWAChiatDay LA on the campaign, the company’s first work with the agency.
Instacart’s teaser will run during the NFL’s AFC and NFC championship game on Sunday ahead of the Super Bowl.
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