Old Spice Guy Hits the Big Game for Instacart

With the Pillsbury Doughboy in tow

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

After all these years, Old Spice guy Isaiah Mustafa is still ripped. And the Pillsbury Doughboy jiggles a lot.

This unlikely pair bonds in the teaser below for Instacart’s first-ever Super Bowl commercial.

It’s like ad-driven pop culture vomited across the screen—gloriously!—as Isaiah’s trusty steed cameos along with Heinz wiener dogs:

Are they trying too hard? Damn straight! For $7 million a pop during the Feb. 9 telecast, we wanna see some effort.

TBWA\Chiat\Day L.A. and Instacart’s creative studio fashioned the campaign.

By combining beloved commercial icons, the work vaults ahead in the must-see sweepstakes. Though frankly we wouldn’t mind if Isaiah showed Doughboy the door. (Please, Pilly, pipe down!)

This teaser drops online today and will air during the Jan. 26 AFC and NFC championship games.