Hellmann’s is bringing harmony, humor, and mayonnaise to the Big Game with a musical stunt that leans hard into nostalgia and full-throated commitment. In its latest Super Bowl spot, the condiment brand reimagines Neil Diamond’s Sweet Caroline as Sweet Sandwich Time, starring Andy Samberg in the gloriously unhinged role of “Meal Diamond.”
The 30-second commercial, airing during the fourth quarter on February 8, transforms a deli into a full-blown singalong, with Samberg leading patrons in a mayo-fueled anthem celebrating the unmatched power of a properly dressed sandwich. The performance is equal parts parody and precision, landing exactly where Super Bowl ads tend to thrive: loud, familiar, and impossible not to hum.
Samberg’s character is a playful riff on Neil Diamond, complete with theatrical swagger and sincere devotion to sandwich culture. “I’ve long been known as a great lover of all things sandwich,” Samberg said. “So when I was asked to sing the sandwich gospel atop the highest peak of all monoculture, there was but one answer… yes, with aplomb and joy.”
Adding to the wink, the spot features a cameo from Elle Fanning, who appears as herself and is visibly delighted by Meal Diamond’s mayo manifesto. “I’ve always been very open about my love of mayonnaise,” Fanning said. “Watching Andy fully commit to the performance made it even more fun. Celebrating sandwiches with this much passion felt right.” Watch below:
According to Jessica Grigoriou, Senior Vice President of Condiments Marketing at Unilever, the campaign taps into the emotional overlap between music, food, and shared rituals. “The Big Game is a stage for unforgettable moments and iconic performances,” she said. “‘Sweet Sandwich Time’ is a catchy reminder that Hellmann’s can be the star of any sandwich and any game day celebration.”
Turning the anthem into an experience
Hellmann’s isn’t stopping with the ad itself. The brand is extending “Sweet Sandwich Time” into a multi-platform activation that lets fans join the singalong.
A limited-time partnership with Jimmy John’s introduces the Meal Diamond Deal: a Ham & Three Cheese Melt made with Hellmann’s mayo, plus chips and a drink, available nationwide from February 2 through February 22.
In New York City, Hellmann’s will roll out a one-day-only “Sing for a Sandwich” karaoke truck on February 3, inviting fans to belt out the anthem in exchange for a free sandwich. Meanwhile, a Fire TV activation with Amazon Ads brings the experience home, letting viewers unlock Hellmann’s discounts by singing along from their couch.
Both the 30-second spot and extended cut are now live across Hellmann’s social platforms and YouTube, reinforcing the brand’s ongoing strategy of pairing humor with cultural familiarity. It’s nostalgic. It’s ridiculous. And it’s exactly the kind of joyful absurdity that turns a condiment into a Super Bowl conversation.
Because if there’s one thing Hellmann’s is betting on this year, it’s that when the crowd starts singing, everyone’s ready for Sweet Sandwich Time.
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CREDITS:
BRAND: Hellmann’s
AGENCY: VML, WPP Unite, Edelman
PRODUCTION COMPANY: MJZ
Director: Tom Kuntz
REELated:
Hellmann’s teases a “Meal Diamond” performance for Super Bowl
