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Instacart Goes Emo, Metal and More in Music Videos
Don't wake us from our 'Deli Meat Daydream'
Remember Instacart’s Super Bowl ad with Ben Stiller, Benson Boone and ordering bananas? Since then, the company’s sold more than 1.8 billion bananas and received millions of Shopper Notes specifying how ripe customers want their fruit. Details like this matter, so the brand launched a trio of ads that highlight features to better help accommodate customer requests via transportation into their own music video.
The first ad touts a “Preference Picker.” A dad becomes part of a Y2K-era emo-pop band to ensure his kid gets extra thin ham to make “the sandwich of his dreams.”
Next, a woman wants ready-to-cook fish in “Sea Shanty.” Her tale takes her on a boat (naturally, dubbed “Instacart”) to get the freshest of fish. But is that sailor-merman tattoo real?
Finally, our personal fave: a mom who goes heavy metal when she scores groceries sans markups.
The campaign was created by BBDO Chicago, Instcart’s in-house team Local Produce and director Kate Hollowell of Epoch Films.
“Grocery preferences are like musical taste. Very personal, and sometimes equally as surprising,” says Will Wilson, VP, creative director at BBDO. “Like, who knew Mom was into pyrotechnics before she was packing lunches? Or that granny made a guy walk the plank for not eating his peas? Our cast of characters have these very real, very human grocery problems to solve.”
