Clio Health Champions 2025

Instacart's Big Game Entry Celebrates Adland Faves

Old Spice Guy! Kool Aid Man! Chester Cheetah! And oh so many more

Instacart’s first Super Bowl commercial is big. Jolly Green Giant big!

That veggie-obsessed titan makes the scene, along with Old Spice Guy Isaiah Mustafa, Kool Ad Man, Chester Cheetah, the Pillsbury Doughboy, Mr. Clean and more. Of course, the brand characters represent stuff available for delivery through Instacart.

TBWA\Chiat\Day L.A. helped develop the :30. It celebrates the fact that for some of us, the Super Bowl is all about the ads, with an annoying football game popping up between station breaks.

It’s quite a romp. And Isaiah gets the best line, so all’s right with the world:

Puppy Monkey Baby’s there, too. So, the ad’s not perfect. Just kidding. Glad he found work.

“Instacart has spent more than a decade obsessing about groceries so our customers can spend more time focused on the moments that matter most to them,” says CMO Laura Jones. “Our first Super Bowl ad brings this to life, showing the extreme care we put into each order, and is a major milestone as we bring our brand promise of ‘We’re Here’ to one of the largest audiences in the world.”

Moreover, the effort “embodies our new brand platform with an epic journey of fan-favorite mascots delivering the perfect order, as only Instacart can, so that a family can have the perfect morning together. We’re here to take care of the groceries, so that you can take care of life,” she says.

Hungry Man’s Wayne McClammy directed. Here’s an extended cut with even more mascots:

Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.

Clio Health Second Deadline 25