Grocery tech firm Instacart enlists Ben Stiller and Benson Boone for Super Bowl LX ad

Instacart is returning to the Super Bowl for its second year in a row. This time around, actor and filmmaker Ben Stiller stars alongside recording artist Benson Boone in a spot directed by filmmaker and director Spike Jonze (his first Super Bowl spot in more than 20 years).

Ahead of the full ad debut, Instacart has released two 30-second teaser videos featuring Stiller and Boone’s characters. One features the duo singing about how Instacart lets you choose your bananas, punctuated by brotherly bickering that, according to a press release, “offers a humourous preview of the ad’s throwback energy and musical charm”.

In the other one, Stiller’s character enthusiastically explains that they’re excited to sing for viewers during the football game - hoping for “many, many goals” - before Boone’s character quickly corrects him: “It’s a different football. They touch down.”

The teasers will air across a multi-platform campaign, including the following broadcast programming highlights in the US. The first will air during the NFC Championship Game on FOX (25th January). The second will air during the Super Bowl pregame on NBC (8th February).

2026 RTIH Innovation Awards

Grocery technology will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.