For Super Bowl 2025, we came to learn that the folks at Instacart were kind enough to feature The Pillsburt Doughboy, Pillsbury’s brand mascot, in their big commercial for one whole second. So we decided to treat his little TV stardom like the biggest deal ever. Because it was.
Featured by TODAY and WhatIsNewYork.
It all started with a teaser that was 26 seconds longer than his cameo.
We gave our little guy the A-List treatment leading up to his big day. Soon, he was everywhere, making absolutely sure everyone knew he’d be on TV. I ghostwrote as the voice of the Doughboy character across social for weeks. I would sometimes look in the mirror and remind myself that I am not an adorable 8 inches tall marketing mascot. I am a mere mortal. And those people are not my fans.
All of that, for this one second we were all so stoked about.
He couldn’t get enough of his fleeting moment of fame, and neither could we. So we released an hour long loop of his performance. Please enjoy this as much as I did/do.
And we tied it all together with a petition for Doughboy to get his very own Super Bowl commercial in 2026.
Made at Goodby Silverstein & Partners
Copywriters: Mason Douglass, Quynh Tran
Art Directors: Savannah Bradford, Toan Mai
Creative Directors: Hanna Wittmark, Kate Baynham
Editor: David Becker
Copywriters: Mason Douglass, Quynh Tran
Art Directors: Savannah Bradford, Toan Mai
Creative Directors: Hanna Wittmark, Kate Baynham
Editor: David Becker