You’ve seen the Sweet Caroline reels in socials. Yes, the song is a singing flashmob trigger. And yes, it’s really fun (emotive, even) to watch. VML and Hellman’s have turned those good things into a Super Bowl campaign, a Sweet Caroline parody set in a crowded deli, to remind viewers that its mayo makes a sandwich taste So Good! So Good! So Good!…

…and perhaps to start a Game Day singfest?

The Super Bowl spot, Sweet Sandwich Time, stars Andy Samberg as Meal Diamond. Samberg, who rose to fame with musical comedy act, The Lonely Island, worked with the brand and creative team to rewrite the lyrics, and shares the stage with Elle Fanning, presumably to give the Super Bowl spot even more of the “essential” celebrity oomph.

The commercial, directed by MJZ director, Tom Kuntz, was teased with a video that revealed Meal Diamond, but not who would be playing the role.

Media is by WPP Unite, and socials by Vayner X offshoot, The Sasha Group.

Beyond the Super Bowl commercial, Hellmann’s has entered a partnership with sandwich chain, Jimmy John’s, offering the Meal Diamond Deal from February 2 to 22. It is also taking a Sing For a Sandwich karaoke truck to New York City (the corner of 57th and 8th) on February 3, where fans can earn a free Meal Diamond sandwich. And its Mayo for a Melody Amazon Ads activation is a karaoke experience on Fire TV that unlocks Hellmann’s discounts if people sing along to the anthem.

Lastly, Hellmann’s has partnered with Food Recovery Network for the Big Game in the Bay Area to recover and redistribute delicious surplus food for local hunger-fighting partners and people experiencing food insecurity.

Meanwhile: