Ben Stiller and Benson Boone play two rival European disco-pop stars trying to one-up each other in choosing the perfect banana. Directed by acclaimed filmmaker Spike Jonze, the ad taps into 80s rock aesthetics with glittering green jumpsuits and feathery coiffed hair on a 60-foot stage lit by LEDs in the brand’s signature green and orange. The ad also showcases Boone’s signature backflip, with Stiller’s character attempting a 16-foot flip stunt. The brand worked with cinematographer Autumn Arkapaw to create a retro visual style and costume designer Courtney Hoffman to hone in on the humor of the exaggerated fruit costumes and disco looks. Central to the ad is Instacart’s Preference Picker feature which allows customers to select their preferred banana ripeness as part of the app’s grocery quality control suite.

Americans increasingly seek out hyperpersonalized retail experiences, finding meaning in the mundane as they navigate increasing costs and financial anxieties. US convenience stores are having a moment as people find on-the-go breakfast options that suit their tastes but don’t break the bank and are even using them as third spaces to socialise and connect IRL. Brands that stand are not just those who offer affordable options but also adapt to bring delight and humor to everyday errands. Instacart has previously tapped into nostalgia with their Third Eye Blind concert, creating a throwback to feeling carefree in the 90s, whereas Wegman’s is leaning into artisanal and high-quality products to create both an in-store and dining experience that makes grocery shopping a destination rather than a chore.