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Library/Campaign/Instacart: For Papa!
Grade B21 sourcesHIS-00399

Instacart: For Papa!

Campaign · 2026 · Notable

50Editable slideCertificate

The award entrant reported 579 million in social reach for Instacart’s Super Bowl musical.

Original · re-upload by Bull N Bear
Spike Jonze’s extended Instacart musical with Ben Stiller and Benson Boone competing over banana ripeness.
Instacart / Spike Jonze on YouTube, via Wayback Machine
Best and worst Super Bowl commercials of 2026 as rated by experts
CBS News
Instacart Returns to Super Bowl 2026
Adweek
Instacart Launches Preference Picker to Let Customers Choose Banana Ripeness and More
Instacart
Video Benson Boone talks life, music and new Super Bowl commercial
ABC News / Good Morning America (original sponsored interview)
Instacart | For Papa!
The One Club (entrant-supplied campaign results)
Ben Stiller and Benson Boone
Billboard
Spike Jonze, Ben Stiller and Benson Boone flip on the Super Bowl for Instacart | shots
shots
Benson Boone at the 2025 American Music Awards held at the Fontainebleau Las Vegas on May 26, 2025.
Billboard
Morning Brew Logo
Marketing Brew

Spread Score

How it works
Reach75Contagion35Breadth40Velocity54Longevity3150

Numbers

Earned impressions, entrant-reported; not video views
22B
Self-reported · The One Club (entrant-supplied campaign results)
Seed to peak
11 days
Jan 28 ’26 to Feb 8 ’26
Platforms
5
Started on YouTube
Origin
Paid
Retail

Mechanics

  • Real-world spectaclePrimary
  • Transgression
  • Press loop
  • Platform jump
  • Catchphrase

How it spread

Trace the origin

Instacart released For Papa! before its paid Super Bowl placement. Press ranked the film both highly and poorly, while Reddit users repeated its banana jingle. The award entrant later reported campaign reach and visits; attributable sales were not disclosed.

Google searchesJan ’26FebMarAprMayJunPeakPressYouTubeOpen webTVReddit
PressYouTubeOpen webTVReddit

14 more events on this chart

Join free to see them

Timeline (17)

  1. January 2026

    Instacart precursor · Jan 5 ’26

    Instacart announced its return to the Super Bowl with Local Produce, BBDO and McCann.[1]

    Instacart Returns to Super Bowl 2026
    Open the first post ↗

  2. Instacart precursor · Jan 22 ’26

    Instacart released two teasers with Ben Stiller and Benson Boone as a bickering musical duo.[2]

    Ben Stiller and Benson Boone

  3. Instacart / Spike Jonze seed · Jan 28 ’26

    Instacart released Jonze’s director’s cut, For Papa!, alongside its Bananas broadcast spot.[3][4]

Origin
Paid
Sector
Retail
Region
US
Earned impressions, entrant-reported; not video views
22B
Self-reported · The One Club (entrant-supplied campaign results)
Evidence
Grade B

Spread the same way

Husqvarna: DOOM Mowers

YouTube · 2023

53
HUSQVARNA x DOOM

3.8B impressions

Billie's Scratch-and-Sniff Armpits

Instagram · 2025

49
Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"

1.75B impressions

Dilly Dilly

TV · 2017

49
A medieval king toasted guests bringing Bud Light and banished a guest bringing mead.

4B impressions

It's a Tide Ad

TV · 2018

48
It's A Tide Ad :60

3.6B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’26FebMarAprMayJunPeakPressYouTubeOpen webTVReddit
PressYouTubeOpen webTVReddit

14 more events on this chart

Join free to see them

  1. January 2026

    Instacart precursor · Jan 5 ’26

    Instacart announced its return to the Super Bowl with Local Produce, BBDO and McCann.[1]

    Instacart Returns to Super Bowl 2026
    Open the first post ↗

  2. Instacart precursor · Jan 22 ’26

    Instacart released two teasers with Ben Stiller and Benson Boone as a bickering musical duo.[2]

    Ben Stiller and Benson Boone

  3. Instacart / Spike Jonze seed · Jan 28 ’26

    Instacart released Jonze’s director’s cut, For Papa!, alongside its Bananas broadcast spot.[3][4]

  1. press · Jan 28 ’26

  2. owner response · Jan 28 ’26

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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