U.S. HISPANIC
Hellmann’s and VML release a teaser for their Super Bowl ad paying homage to romantic comedies
24 de enero de 2025
The 20-second teaser takes place inside the iconic Katz's Deli in New York City, where one of the most famous scenes from the romantic comedy 'When Harry Met Sally' unfolded
Hellmann’s Mayonnaise and agency VML have released a 20-second teaser for their Super Bowl commercial, paying homage to a timeless scene from the iconic 80s romantic comedy, “When Harry Met Sally.” The ad, filmed at the renowned Katz’s Deli in New York City, coincides with an Instagram post by actress Meg Ryan, alongside Billy Crystal, where she wrote:”It’s finally happening, we’re reuniting for something iconic. Can’t wait to show you all soon.”
The teaser features a waitress reading back an elaborate sandwich order, emphasizing the importance of precise ingredient placement and even the thickness of tomato slices. The final request? “Hellmann’s, on the side,” delivered by an unseen woman. The spot ends with the Hellman’s logo and with the waitress saying, “You better be a good tipper, Lady.”
This nostalgic touch aligns with Hellmann’s campaign strategy, which aims to “tap into nostalgia and the timeless appeal of Hellmann’s,” according to Jessica Grigoriou, Unilever North America SVP of Marketing, Condiments. “Much like the Big Game and classic rom-coms, Hellmann’s brings people together to enjoy life’s simple pleasures like a deliciously creamy sandwich,” she stated.
This year marks the fifth consecutive year Hellmann’s has partnered with creative agency VML to create a memorable Super Bowl ad. The full commercial promises to deliver a blend of humor and heart, continuing the brand’s tradition of engaging storytelling.
The “When Harry Met Sally” connection adds another layer of intrigue, especially given Meg Ryan’s recent hints at a potential return to acting.
This year’s Super Bowl is shaping up to be a battleground for advertisers, with brands like RITZ making their debut and others like Reese’s returning to the coveted advertising slot.
The full Hellmann’s ad will be unveiled on February 9th, leaving viewers eagerly anticipating the reveal of the mystery woman and the delicious sandwich that will undoubtedly become a topic of conversation throughout the Big Game.
