The Old Spice Guy, Pillsbury Doughboy and Heinz Wiener Dogs Tease New Instacart Super Bowl LIX Spot
By Heather Taylor, Editor-in-Chief, PopIcon
When Instacart announced in November 2024 they’d be dropping their first Super Bowl ad in 2025, nobody anticipated the teaser would feature an all-star lineup of mascots.
TBWACHIATDAY’s teaser spot “It All Comes Together” dropped on Jan. 23 — and social media platforms like Instagram hint even more surprises may be in store come Sunday Feb. 9 during Super Bowl LIX.
“It All Comes Together”
The teaser opens with Isaiah Mustafa reading aloud the Instacart script which sounds pretty familiar if you know about the iconic Old Spice ads. (“Look at your Instacart app, now back to me.”)
Suddenly, the trailer door swings open. One of the Heinz wiener dogs dashes in (last spotted during Super Bowl 50’s “Wiener Stampede” commercial) with Poppin’ Fresh himself astride on the hot dog costume. The music starts up and the Doughboy begins dancing.
“We’re in a commercial,” the Old Spice guy says.
“A dancing commercial!” the Doughboy exclaims.
Outside, a random horse approaches the trailer and sticks its head in. “With a horse!” the Doughboy says and giggles. Meanwhile, the Heinz wiener dog hangs out on the couch, near several Instacart bags full of the pup’s namesake condiments.
Um. What Did I Just Watch?
The teaser closes by promising it all comes together as of February 9, 2025 — and PopIcon has some guesses as to what might happen next.
Our biggest prediction? More brand mascots are coming for the final Instacart Game Day commercial.
Let’s get down to our detective work. Both Old Spice and Pillsbury have changed out their social media bios to reflect their respective characters are coming to Super Bowl LIX by way of Instacart.
So has the Kool-Aid Man.
The Green Giant.
The Energizer Bunny.
And Mr. Clean.
By this logic alone, Instacart’s final ad potentially promises up the kind of brand mascot gathering that hasn’t been seen in the Super Bowl since the time Mr. Peanut passed away (and was later revived) in the Planters 2020 Game Day commercial.
Potentially speaking, of course. All will be revealed in the fullness of time!
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
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