Don’t overthink it with Instacart
Directors Jackie van Beek and photographer Blaise Cepis bring Don’t Overthink It campaign to life for Instacart.
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Popular delivery app Instacart enlists Institute's director Jackie van Beek and Institute Artist's photographer Blaise Cepis for their latest commercial campaign, Don't Overthink It.
The relatable, heart-warming, and funny campaign spans five spots that explore various scenarios, highlighting that, while many things in life require overthinking, ordering groceries online doesn’t have to be one of them.
The cinematic and richly colored spots are grounded in reality and humanity, with nuanced, comedic, and naturalistic performances. The humor stems from the intimately relatable, everyday absurdities of being human, while the ensemble of characters explores unique individual ways they can manage to overthink any and everything. That is, until Instacart comes to the rescue.
“I have what you might call a ‘rich inner monologue,’ so I immediately recognised myself in these spots,” said van Beek.
“Being privy to these characters’ inner world is such a treat. Their streams of consciousness, tangential thoughts, and constant overthinking are utterly endearing. They’re a bunch of lovable, fallible human beings. And to be entertained by characters that feel more neurotic than ourselves is both a gift and somehow deeply reassuring. All that to say, I can relate to these spots, and I suspect our audience will as well.”
In addition to the broadcast campaign, Institute also produced the corresponding print campaign. "Having Blaise shooting stills alongside Jackie directing the spots was truly a match made in comedic heaven," said Institute managing director Tori Palmatier. "Their creative flow made for an incredible overall campaign, and the Instacart client was thrilled!"
