As the Seattle Seahawks prepare to take on the New England Patriots in Super Bowl LX, advertisers are already betting big with top talent to excite and entice consumers during the big game.
Quarterbacks Sam Darnold and Drake Maye will face off on the gridiron, but bars and living rooms alike will be filled with fans paying just as much attention to the off-field action between snaps as the highly anticipated new batch of Super Bowl commercials air for the first time.
As we've seen in years past, some companies are soft-launching spots with teasers, trailers, and new digital-first formats to get fans engaged well before Sunday Feb. 8, when the teams take the field at Levi's Stadium in Santa Clara, California.
ABC News got a first-look at a couple of the top food and beverage ad campaigns hitting screens across the country in less than two weeks.
Instacart is back for the big game with a new ad, "Bananas," starring Ben Stiller and Benson Boone, the shopping platform announced Wednesday.
The 30-second spot, directed by award-winning filmmaker Spike Jonze, features the duo as retro European disco-pop performers and highlights Instacart's new Preference Picker product feature.
Stiller hailed Jonze as "one of our great directors" and said in a press release, adding that "working with him was a dream."
"Benson is insanely talented, both as a dancer, singer, athlete, and now actor," Stiller continued. "The whole thing was so much fun."
The commercial opens with Stiller and Boone singing a duet about how they choose their perfect bananas using Instacart's new product feature, before it escalates into a musical showdown, complete with Boone's signature mid-performance flip.
When Stiller attempts to match the move, he crashes into the drum set and the music carries on.
The commercial was shot on vintage tube cameras for a retro disco energy and will air during the first quarter of the game in the U.S.
"Working on a Super Bowl commercial for Instacart blew my mind," Boone said in a press release. "However, adding Ben Stiller to the equation -- diabolical."
The beer company unveiled its 60-second spot first on "Good Morning America" earlier this week, which features a baby Clydesdale horse and a newly hatched bald eagle.
