Hellmann’s has started the 2024 NFL season with the debut of a quirky and fun new campaign, “Mayotivation,” starring Tennessee Titans quarterback Will Levis.
Created by VML New York and directed by Emmy-nominated Dan Opsal, known for his work on The Tonight Show Starring Jimmy Fallon, the integrated campaign showcases Levis’ humor and love for mayonnaise, making this his first-ever TV ad with the brand.
The campaign combines the world of football with mayo-centric motivation. In a series of 15-second TV spots, Levis delivers playful, motivational one-liners blending football and food, such as:
- “Mayo team reach higher, and may your Buffalo chicken dip by fire.”
- “Mayo dip be creamy and your quarterback…dreamy.”
- “Mayo team go for two, but your chip never be dipped twice.”
The films, reminiscent of classic ‘80s blockbusters, add to the lighthearted tone of the campaign, emphasizing how Hellmann’s is the perfect addition to game day snacks and tailgating dishes. Watch below:
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Nationwide Campaign and Strategic Rollout
Running through mid-December, the Mayotivation campaign includes national TV ads, in-game radio spots, and innovative shoppable QR codes on CBS Sports and The Drew Barrymore Show. This marks a first for Hellmann’s, as well as The Drew Barrymore Show.
The campaign is also extending to out-of-home promotions, digital ads, and billboards across stadiums featuring Hellmann’s football partners, including the Tennessee Titans, New England Patriots, and New York Giants.
Hellmann’s, already a game-day favorite, aims to further integrate its iconic mayonnaise into football food culture. The campaign features both new and classic recipes, encouraging fans to up their game-day snack game.
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