While Heinz spreads irrational ketchup love for and wide, Hellmann’s is sharing absurd football fun.
VML New York is embedding Hellmann’s mayo in the US’ NFL football food frenzy with a deliciously ridiculous campaign in which Tennessee Titans star quarterback, Will Levis, shares his Mayotivations – a series of motivational quotes about mayonnaise. (Or is that football?)
Some of Levis’ gems of inspiration are:
“Mayo team reach higher, and may your Buffalo chicken dip be fire.”
“Mayo dip be creamy and your quarterback…dreamy.”
“Mayo team go for two, but your chip never be dipped twice.”
The awfully eighties style videos launched during during Monday Night Football in the US and are running on CBS and FOX, supported by in game radio placements and shoppable QR codes on CBS Sports, a first for Hellmann’s, and The Drew Barrymore Show, a first for the show. OOH and digital display ads will be displayed in halls, billboards and stands of stadiums across the country – including those of Hellmann’s commercial football partners, Tennessee Titans, New England Patriots and New York Giants.
The campaign was directed by Emmy-nominated sketch writer-director, Dan Opsal, known for his work on The Tonight Show Starring Jimmy Fallon. It will run through mid-December.
Mayotivations follows Levis’ mayo-scented cologne, Will Levis No. 8, last month with a commercial that parodies perfume advertising hilariously. The limited fragrance sold out quickly online.
Credits
Client: Hellmann’s
Brand Director: Christopher Symmes
Brand Managers: Jenna Dowd & Alex Leo
Producer: Arlene Fernandez
Consumer & Market Insights Lead: Marcy Saltz
Associate CMI Manager: Lauren Wallace
Head of PR & Influencer Engagement: Jena Sussman
Senior Digital Manager: Molly McGeady
Associate Director Media & Digital Commerce: Melissa Sheehy
Creative Agency: VML New York
Chief Creative Officer: Tom Murphy
Executive Creative Director: Susan Golkin
Group Creative Directors: Peepo David & Dana Stalker
Creative Director: Joe Gerlitz
Art Director: Helen Hulsey
Copywriter: Cat Lindberg
Vice President: Craig Jelniker
Executive Producer: Tara Leinwohl
Production Director: Dan Burt
Business Lead: Emily Nargi
Business Directors: Ariel Stern & Sarah Mannion
Account Management: Samantha Bernstein, Angel Delgado & Anshicca Somaiya
Strategy: Daryl Giannantonio, Tommy Dietrich & Hikari Iwahata
Operations: Kevin Bill
Production Company: Hungry Man Us
Director: Dan Opsal
Executive Producers: Caleb Dewart, Kim Dellara & Franchesca McDowell
Head of Production: Marian Harkness
Line Producer: Buzzy Cancilla
Production Supervisor: J.R. Wison
Director of Photography: Mike Berlucchi
Grade: Royal Muster
Colourist: Roslyn Di Sisto
Post Production: Schmigital
Flame Artists: Joseph Miller & Nick Quiles
Editing: Mack Cut
Editor: Mike Rizzo
Edit Assistant: Evelyn Chat
Executive Producer: Gina Pagano
Producer: Katya Meyer
Music: Big Sync Music
Sound: Sonic Union
Sound Mix: Mike Marinelli
Studio Manager: Carolyn Mandlavitz
