Because grocery preferences are like musical taste. Very personal, and sometimes equally as surprising.

Hot off the heels of our Super Bowl success with John and Gary doing flips “For Papa!” we sought to continue the themes of grocery control, musicality, and downright absurdity with a whole new cast of characters.

Like, who knew Mom was into pyrotechnics before she was packing lunches? Or that granny made a guy walk the plank for not eating his peas? Or that Dad’s sandwich angst was NOT just a phase?

Our cast of characters have these very real, very human grocery problems to solve. They also have this desire for quality and affordability. Our job was to match the practicality of Instacart’s new preference features with the absurdity and musicality that our characters envision themselves living, turning the mundane into cinematic moments.

And a series of unique :15s for each RTB to continue the story on social and beyond.