Benson Boone is making his Super Bowl commercial debut in a campaign co-starring Ben Stiller this February, with Instacart’s hilarious new ad set to air during first quarter — shortly before Bad Bunny takes the stage for the Halftime Show.
And in an interview with Billboard about the partnership — which went live on Wednesday (Jan. 28) — the Washington native said that he’s “really excited” about the selection of Benito as headliner, regardless of how polarizing it’s been in some parts of the United States. “I’ve seen a lot of mixed reviews online of people being excited about it and people not being excited about it,” he says.
“I think it’s cool to do something that brings in a whole new audience,” he continues. “So I’m excited to see what he does. I think he’s extremely talented and has a lot of really, really good music.”
As for whether he’d ever want to perform between halves of the biggest football game of the year, Boone shares, “I think down the line — like, far down the line — I could really rip a Super Bowl halftime show.”
Bad Bunny was announced as the game’s 2026 headliner in September, promptly sparking outrage from members of the Donald Trump administration and MAGA conservatives. The president called the choice of the Puerto Rican superstar “ridiculous,” while Turning Point USA announced plans to host an alternate halftime program featuring “anything in English”; however, Billboard‘s co-chief content officer Leila Cobo wrote in an October op-ed, there is nothing inherently political about a Spanish-speaking performer getting the gig.
Regardless of the discourse, Benito will be taking the stage halfway through the Big Game, just as sure as Boone’s commercial with Stiller will air during the broadcast leading up to the show. In the Instacart campaign, the singer and Zoolander actor play bickering siblings who make up an ’80s musical duo. When Stiller tries to outdo his “little brother” by flipping off a raised platform on stage during their performance of a song about ordering bananas via the delivery service, he crashes hard into the drumset below before falling off stage.
According to Boone, he and Stiller workshopped the campaign premise with director Spike Jonze for a couple of months before it came time to shoot. “[Ben] was telling me about his family, and I was telling him about mine,” Boone tells Billboard. “So we got to know each other a good bit before we did any serious riffing. But once we did get to that, I was very comfortable around him … he’s so good at just keeping up with literally anything.”
While the official 30-second Instacart commercial will air during the Broadcast, a 2.5 minute director’s cut is out now on YouTube, as are two hilarious teasers showcasing the hitmaker and Stiller bantering while in character — most of which was improvised, Boone says.
“It’s kind of sick — it’s super sick,” he adds. “I’ve been waiting a while to do a Super Bowl commercial. So I’ve been really excited.”
Watch the director’s cut of Instacart’s commercial starring Boone and Stiller below.
