Hellmann's
Featured Hellmann's projects
This week's top Hellmann's projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Hellmann's · America's sandwich
Hellmann’s latest creative endeavor, America’s Sandwich, serves as a masterclass in blending traditional food advertising with the avant-garde potential of modern technology. By positioning the iconic mayonnaise bottle as the essential soul of the classic cheesesteak, the campaign cleverly taps into our shared culinary nostalgia while pushing the visual boundaries of the CPG category. The project is a vibrant collision of mediums, utilizing a sophisticated mix of live-action technique, surreal motion graphics, and AI image generation to craft a narrative that feels both familiar and refreshingly otherworldly. From giant, impossibly scaled sandwiches set against sweeping mountain vistas to the painterly transformation of a lunchtime staple, the work leans into a dreamlike aesthetic that captures the imagination. Developed through the collaborative efforts of VML, Edelman, WPP Unite, and Village Marketing, the commercial video benefits from high-level post-production work by Framestore and Company 3, which helps anchor the playful, cinematic visuals in a polish that feels premium yet accessible. By integrating these disparate digital techniques, the brand successfully updates its image, proving that even a heritage product can find a fresh, high-energy voice in the digital age. This work does not merely sell a condiment; it celebrates the absurdity and joy inherent in food culture, ensuring that the brand remains culturally relevant through a bold, visually experimental lens that stands out in a crowded marketplace.
Hellmann's · Sweet Sandwich Time (feat. Andy Samberg, Elle Fanning) - Super Bowl Ad
For its Super Bowl campaign, Hellmann’s leans into a theatrical, musical narrative that highlights the brand’s role in elevating everyday meals. The project, titled Sweet Sandwich Time, features a retro-styled diner setting where actor Andy Samberg delivers a performance alongside Elle Fanning. Produced by MJZ, the spot utilizes a cinematic approach and warm lighting to frame the interaction between the talent and the product. The creative direction was led by VML US, with additional support from The Sasha Group and Village Marketing, creating an engaging, live-action commercial experience.
Hellmann's · Club Classic
Hellmann's 'Club Classic' is a social media campaign conceptualized by Ogilvy UK that uses a meta-narrative to engage audiences. The creative approach frames a woman speaking directly to the camera through a simulated app interface, discussing a humorous advertising controversy centered on a sandwich bag poster. The project leans into a vertical, live-action technique, alternating between the direct-to-camera monologue and vibrant, close-up product sequences. These segments feature artisanal bread being prepared with mayonnaise, emphasizing the brand's culinary focus through a clean and modern visual treatment.
Hellmann's · The Pose
Hellmann's 'The Pose' is a commercial video project that adopts a satirical lens on the world of advertising production. The spot leans into a humorous tone, focusing on an eccentric photoshoot where a photographer directs a talent balancing both a fluffy cat and jars of mayonnaise. The film utilizes a live-action technique to capture the interaction within a studio setting. With creative direction from VML New York, the project maintains a clean aesthetic, alternating between wide shots of the environment and close-ups that emphasize the production process.
Hellmann's · The Pose
Hellmann's presents 'The Pose,' a lighthearted commercial production that explores the behind-the-scenes dynamics of a studio photoshoot. The campaign centers on a bearded director and a subject posing with jars of mayonnaise, utilizing a clean aesthetic to highlight the product within a professional studio environment. Technically grounded in live-action footage, the video leans into a humorous tone, playing with the interactions between the subjects and the branded product. Music and sound design for the spot were provided by SoStereo.
Hellmann's · Mayo Cat
Hellmann’s latest commercial spot, titled 'Mayo Cat,' leans into the brand’s focus on food waste reduction by framing leftover ingredients as the foundation for creative cooking. The narrative centers on a woman in a kitchen who finds her culinary inspiration after a surprise interaction with a talking cat, illustrating how a simple jar of mayonnaise can transform staples like chicken and scallions into a finished meal. The project features a multi-scenario structure, moving from domestic kitchen settings to public appearances on talk shows and at book signings. Produced by Furlined with creative work from VML New York, the campaign utilizes a live-action technique paired with digital character animation to anchor its comedic tone. Post-production and VFX were managed by Framestore New York and Company 3 New York, with additional work by Mackcut.
Hellmann's · When Sally Met Hellmann’s
Hellmann's presents 'When Sally Met Hellmann’s,' a commercial spot featuring Billy Crystal and Meg Ryan. The project leans into a humorous tone, recreating a classic diner setting with live-action technique and warm natural light. The creative production, led by Caviar LA, utilizes a clean aesthetic to highlight the brand presence in a familiar, bustling environment. The campaign was supported by agencies VML New York, U-Studio, and Village Marketing, with additional media, PR, and post-production contributions.
Hellmann's · When Sally Met Hellmann's
Hellmann's channels a nostalgic cinematic sequence in 'When Sally Met Hellmann's,' a commercial spot featuring Billy Crystal and Meg Ryan. The film recreates a classic diner setting, utilizing live-action technique to center the product within an authentic restaurant environment. The project was developed by creative agency VML, with production support provided by Caviar and post-production services handled by Nice Shoes. The spot maintains a clean aesthetic, focusing on the interplay between the lead talent and the brand's mayonnaise jar.
Hellmann's · Mr Doodle Easter Egg Hunt
Hellmann's collaborates with artist Mr Doodle for a limited-edition activation centered on hand-customized mayonnaise packaging. The campaign features the artist sketching his signature intricate, dense patterns directly onto product labels, focusing on the intersection of culinary identity and fine art illustration. The commercial, produced by WPP Unite with creative development by VML US, channels a playful and organic aesthetic. The visuals lean into a warm, domestic atmosphere, highlighting the unique, hand-drawn nature of the one-hundred-jar giveaway.
Hellmann's · Sweet Sandwich Time
Hellmann's 'Sweet Sandwich Time' commercial brings a nostalgic, mid-century aesthetic to the forefront of the brand's latest food campaign. Developed by VML North America, the project leans into a warm, cinematic visual style set within the intimate confines of a retro diner. The spot highlights the product's presence through grounded, live-action storytelling, featuring a classic interior setting and character-driven focus. The production is underscored by sound design and original music provided by JSM Music.
Hellmann's · Oils
Hellmann's showcases the origin of its ingredients in this commercial film, tracing the journey from harvest to kitchen. The narrative moves through sunlit agricultural settings, documenting the care behind sustainable sourcing before transitioning into dynamic culinary preparation. The visual approach utilizes a blend of documentary-style framing and polished food videography. The edit emphasizes natural textures and warm lighting to connect the raw ingredients with the finished product, including detailed shots of Hellmann's mayonnaise and oil bottles. Ocean Films handled the production for this campaign.
Hellmann's · Vibrations
Hellmann's introduces a new commercial for the Vibrations campaign, depicting an outdoor dining scenario. The work captures a candid interaction at a garden patio table, focusing on the preparation of a burger. Developed in collaboration with agencies DAVID Madrid, Ogilvy UK, and Mindshare, the project employs a clean, minimalist live-action technique. The cinematography leans into natural lighting to highlight the textures of the food and the rhythm of the meal preparation.
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