Hellmann’s Mayonnaise has unveiled a teaser for its Big Game commercial, set in the iconic Katz’s Deli in New York City.
Paying tribute to the classic 1989 rom-com "When Harry Met Sally," the commercial not only recreates the legendary deli scene but also comes amid Meg Ryan teasing a potential comeback, fueling excitement for fans of the beloved film.
The full ad continues the brand’s tradition of combining humor and heart in its marketing campaigns.
It also marks the fifth consecutive year Hellmann’s has teamed up with creative agency VML to deliver standout content for one of the year’s biggest advertising events.
View this post on Instagram
In a press release, Unilever North America SVP of Marketing, Condiments Jessica Grigoriu shared how the campaign aims to tap into nostalgia and the timeless appeal of Hellmann’s:
“Much like the Big Game and classic rom-coms, Hellmann's brings people together to enjoy life's simple pleasures like a deliciously creamy sandwich. Whether you're in an iconic deli or your own kitchen, Hellmann's brings out the best.”
This campaign exemplifies how Super Bowl advertising can go beyond entertainment to build emotional connections, leveraging cultural touchpoints to deepen brand loyalty.
Who's the Mystery Woman?
Hellmann’s teaser opens with viewers being transported to the iconic Katz’s Deli in New York City.
A waitress reads back a meticulous sandwich order, one so detailed that it specifies what bread to use, the exact arrangement of ingredients, and even the thickness of the sliced tomatoes!
The waitress confirms the last item on the order — Hellmann’s mayonnaise.
View this post on Instagram
A woman, who is not seen on camera, adds, “On the side.”
“On the side,” the waitress confirms.
The spot ends with the Hellman’s logo and the date of the ad reveal — 2.9.2025, with the waitress saying, "You better be a good tipper, Lady."
Advertising agencies are gearing up for the Big Game, crafting memorable campaigns designed to captivate audiences and spark conversations.
Brands like RITZ are debuting their first-ever Super Bowl ads, while others, like Reese's, are making a triumphant return to the big stage.
