Hellmann's

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 · 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 · 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 · Oils

Hellmann's · Club Classic

Hellmann's · Vibrations

Hellmann's · Sticky Varnish

Hellmann's · Mood Burgers

Hellmann's · Hellmann's BYO Bow

Hellmann's · MAYO X MAYO

Hellmann's · Mayo Tackles Food Waste