- Hellmann’s has dropped the latest campaign as part of its partnership with Tennessee Titans star quarterback Will Levis, his first-ever TV ad with the brand.
- The integrated “Mayotivations” effort, made in conjunction with VML NY, Levis shares humorous, motivational statements that play on football and food such as: “Mayo team reach higher, and may your Buffalo chicken dip be fire,” “Mayo dip be creamy and your quarterback…dreamy,” and “Mayo team go for two, but your chip never be dipped twice.”
- The ads will debut this week on CBS and FOX, the TV campaign and run through mid December, including shoppable QR codes on CBS Sports and The Drew Barrymore Show, a first for the show. The brand will also run OOH promotions and digital display ads in stadiums nationwide.
This is the latest push from the Unilever brand to have some fun and capture eyeballs during the NFL season, a major time for snacking. Levis famously put mayo in his coffee when he began working with Hellmann’s last year. Since then, as brand ambassador, he has launched a mayo-scented fragrance and is now doling out humorous food/football advice.
The rollout throughout the NFL season hints that Levis might be involved in the brand’s Super Bowl ad. The company’s ad in this year’s game was a humorous spot starring Kate McKinnon and Pete Davidson and highlighted the brand’s commitment to both the game and tackling food waste.
