US Ad of the Day: Instacart fashions phones into guac, cereal, ketchup & anything you need

A 30-second anthem spot sees users’ phones transform into the groceries they want and need. A woman stares at her phone before pouring a colorful cereal – directly from her device into a bowl. Another squirts minty toothpaste from her phone onto her toothbrush. A phone resting on a countertop ejects a warm toaster pastry.

The clever ad, dubbed ‘It’s all in the phone’, was developed in partnership with independent, Austin, Texas-based branding and creative agency McGarrah Jessee. It was directed by Mike Long, whose extensive portfolio includes work for Levis, Clorox and JCPenney.

The spot builds on Instacart’s recent marketing momentum; earlier this year, the brand tapped Grammy-winning singer and rapper Lizzo to front a playful campaign depicting the power of ordering groceries via phone.

It’s a similar message to the one communicated in ‘It’s all in the phone’ – Instacart is focused on highlighting the power of the device in uncovering new possibilities. At the time of the Lizzo campaign launch, the brand’s chief marketing officer Laura Jones told The Drum: “Our vision… is oriented around inspiration, discovery and the sensorial aspect of shopping, which until now, hadn’t fully translated to today’s digital world.”

Credits:

Agency: McGarrah Jessee

Project manager: Hannah Wheeless

Brand director: Nick Schulte

Chief creative officer: Tim Roan

Creative director: Brian Button

Senior co-marketing manager: Erin Sloan

Art directors: Page Kastner and Adrien Bindi

Film director: Mike Long

Executive producer: Abby Hinojosa

Producer: Jon Buss

Copywriter: Bryson Schmidt

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