{"id":7807,"date":"2025-01-26T19:08:26","date_gmt":"2025-01-27T00:08:26","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/01\/26\/the-old-spice-guy-pillsbury-doughboy-and-heinz-wiener-dogs-tease-new-instacart-super-bowl-lix-spot\/"},"modified":"2025-01-26T19:08:26","modified_gmt":"2025-01-27T00:08:26","slug":"the-old-spice-guy-pillsbury-doughboy-and-heinz-wiener-dogs-tease-new-instacart-super-bowl-lix-spot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-old-spice-guy-pillsbury-doughboy-and-heinz-wiener-dogs-tease-new-instacart-super-bowl-lix-spot\/7807\/","title":{"rendered":"The Old Spice Guy, Pillsbury Doughboy and Heinz Wiener Dogs Tease New Instacart Super Bowl LIX Spot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When Instacart announced in November 2024 they\u2019d be dropping their first Super Bowl ad in 2025, nobody anticipated the teaser would feature an all-star lineup of mascots.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/instacart_super_bowl_2025.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">TBWACHIATDAY\u2019s teaser spot \u201cIt All Comes Together\u201d dropped on Jan. 23 \u2014 and social media platforms like Instagram hint even more surprises may be in store come Sunday Feb. 9 during Super Bowl LIX.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&ldquo;It All Comes Together&rdquo;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/ispot.tv\/a\/TA7u\" target=\"_blank\" rel=\"noopener\">teaser<\/a> opens with Isaiah Mustafa reading aloud the Instacart script which sounds pretty familiar if you know about the iconic Old Spice ads. (\u201cLook at your Instacart app, now back to me.\u201d)<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/instacart_super_bowl_2025_3.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Suddenly, the trailer door swings open. One of the Heinz wiener dogs dashes in (last spotted during Super Bowl 50\u2019s \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=G69tAdQ_3Gk\" target=\"_blank\" rel=\"noopener\">Wiener Stampede\u201d<\/a> commercial) with Poppin\u2019 Fresh himself astride on the hot dog costume. The music starts up and the Doughboy begins dancing.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/instacart_super_bowl_2025_4.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe\u2019re in a commercial,\u201d the Old Spice guy says.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cA dancing commercial!\u201d the Doughboy exclaims.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/instacart_super_bowl_2025_2.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Outside, a random horse approaches the trailer and sticks its head in. \u201cWith a horse!\u201d the Doughboy says and giggles. Meanwhile, the Heinz wiener dog hangs out on the couch, near several Instacart bags full of the pup\u2019s namesake condiments.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Um. What Did I Just Watch?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The teaser closes by promising it all comes together as of February 9, 2025 \u2014 and PopIcon has some guesses as to what might happen next.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our biggest prediction? More brand mascots are coming for the final Instacart Game Day commercial.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/pillsbury_doughboy_IG.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s 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.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/kool_aid_man_IG.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">So has the Kool-Aid Man.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/green_giant_IG.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Green Giant.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/energizer_bunny_IG.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Energizer Bunny.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/01\/mr_clean_IG.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And Mr. Clean.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By this logic alone, Instacart\u2019s final ad potentially promises up the kind of brand mascot gathering that hasn\u2019t been seen in the Super Bowl since the time <a href=\"https:\/\/popicon.life\/brand-mascots-tribute-mr-peanut\/\" target=\"_blank\" rel=\"noopener\">Mr. Peanut passed away<\/a> (and was later revived) in the Planters 2020 Game Day commercial.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Potentially speaking, of course. All will be revealed in the fullness of time!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Instacart announced in November 2024 they\u2019d be dropping their first Super Bowl ad in 2025, nobody anticipated the teaser would feature an all-star lineup of mascots.<\/p>\n","protected":false},"author":7,"featured_media":7808,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-7807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Old Spice Guy, Pillsbury Doughboy and Heinz 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