Hellmann’s reunites stars of a famous romcom
Hellmann’s Super Bowl LIX commercial, “When Sally Met Hellmann’s,” is a riff on the 1989 romcom When Harry Met Sally, and brings back Billy Crystal and Meg Ryan 35 years later to re-create their Katz’s Deli scene in New York City.
The commercial, created by VML, is the condiment’s fifth spot aired during the Super Bowl.
“By paying homage to the classic deli moment from When Harry Met Sally, with a creative remake to show fans how the deliciously creamy flavour of Hellmann’s can make an ordinary sandwich extraordinarily mind-blowing, we were able to combine humour, nostalgia and the timeless appeal of Hellmann’s that will leave a lasting impression on fans just as the movie did 35 years ago,” said Jessica Grigoriou, SVP of marketing of condiments with Unilever North America.
The ad is debuting on Canadian airways next week.
The full ad will air live in the U.S. during the big game on Feb. 9, while a shortened version will debut in Canada on Feb. 10. Agencies involved include VLM for the creative and celebrity partnerships, Edelman for PR and Initiative for paid media in Canada.
HexClad rolls out UFOs with a celebrity chef and comic
Cookware brand HexClad is hoping viewers spot its “Unidentified Frying Object” for its first-ever Super Bowl commercial.
The spot stars foul-mouthed culinary legend and HexClad partner Gordon Ramsay, who showcases the brand’s “out-of-this-world” technology alongside a cameo appearance by actor and comedian Pete Davidson in an intergalactic kitchen escapade.
“Breaking barriers and pushing innovation is what HexClad does best,” said Daniel Winer, HexClad co-founder and CEO. “Being the first cookware brand in the Super Bowl is a watershed moment for us.”
“Unidentified Frying Object” was brought to life by full-service shop Rosewood Creative.
Frank’s RedHot taps an infamous catchphrase
McCormick sauce brand Frank’s RedHot is contesting ahead of Super Bowl Sunday in a spot featuring a famous heiress and pop culture celeb.
For “That’s (Red)Hot,” the CPG is challenging consumers to share which game-day foods they’re spicing up with Frank’s, tagging its socials on Instagram and including #FranksSweepstakes for a chance to win prizes.
Honouring the 59th Superbowl, 59 winners will receive $1,000 in cash (enough for Frank’s RedHot for life) with five additional winners scoring the cash plus an exclusive, custom crystal-bedazzled bottle of Frank’s RedHot, designed in collaboration with the hotel heiress.
The contest is live now through till Super Bowl Sunday.
