Andy Samberg and Elle Fanning Star in Hellmann’s Super Bowl ‘Sweet Caroline’ Parody
It’s sweet sandwich time… BUM BUM BUM!
At the Super Bowl this year, Hellmann’s is back with agency VML and new character ‘Meal Diamond’ to remind you that its mayo makes your sandwich taste ‘So Good! So Good! So Good!’.
With Andy Samberg playing the deli-loving, musical protagonist, the 30-second spot, directed by MJZ's Tom Kuntz, reimagines Neil Diamond’s ‘Sweet Caroline’, replacing the lyrics with a hilarious ode to sandwiches and the Hellmann’s condiment.
Andy, who rose to fame with musical comedy act The Lonely Island, worked with the brand and creative team to rewrite the lyrics. “I’ve long been known as a great lover of all things sandwich. One could almost say it’s been my life’s great calling," said Andy.
"So, when I was asked to take part in singing the sandwich gospel atop the highest peak of all monoculture, there was but one answer, and that answer was a simple, ‘Yes I will do that with aplomb and joy upon this glorious day, and yes please and thank you and all praise to Neil Diamond.”
As Andy (Meal Diamond) makes his way around the deli, sharing mayo with anyone and everyone, he bumps into actor – and Big Game debutant – Elle Fanning, who seems bowled over by this rendition, and his flamboyant, if slightly desperate, performance.
“I’ve always been very open about my love of mayonnaise, so this felt like a perfect fit for my first Big Game ad,” said Elle. “Watching Andy fully commit to the performance made it even more fun – celebrating sandwiches with the kind of passion they deserve.”
Serenaded by this new mayo mantra, the deli patrons in the film can’t resist joining in with the familiar tune, singing along to celebrate ‘Sweet Sandwich Time’, much in the same way that many football fans will be doing on game day (though perhaps to the original version).
“The Big Game is a stage for unforgettable moments and iconic performances, and for our sixth year, we’re bringing that same energy,” said Jessica Grigoriou, SVP of condiments marketing in North America at Unilever. “Music, nostalgia and food all have a unique way of creating shared moments and ‘Sweet Sandwich Time’ is a catchy reminder that Hellmann’s can be the star of any sandwich – or any game day celebration.”
The spot follows a teaser campaign that revealed 'Meal Diamond', but not the person who would be embodying this role. The media agency for the spot is WPP Unite, while socials were looked after by VaynerX’s The Sasha Group.
Beyond this spot, Hellmann’s is extending the Big Game moment with a partnership with sandwich chain Jimmy John’s, offering the ‘Meal Diamond Deal’ from February 2nd to 22nd. The brand is also bringing a ‘Sing For a Sandwich’ karaoke truck to New York City (the corner of 57th and 8th) on February 3rd, where fans can earn a free Meal Diamond sandwich. And its ‘Mayo for a Melody’ Amazon Ads activation is a karaoke experience on Fire TV that unlocks Hellmann’s discounts if people sing along to the anthem.
Hellmann’s has also partnered with Food Recovery Network for the Big Game in the Bay Area to recover and redistribute delicious surplus food for local hunger-fighting partners and people experiencing food insecurity.
Both the 30-second and extended versions of ‘Sweet Sandwich Time’ are available across Hellmann's social media platforms and on YouTube today. The spot will air during the fourth quarter of the Super Bowl on February 8th.
Last year's Super Bowl ad for Hellmann's also took place in a deli - New York's famous Katz's Deli -- with VML New York taking the creative lead on a 'When Harry Met Sally' revamp. The spot reunited co-stars Meg Ryan and Billy Crystal under the direction of Caviar's Jake Szymanski.
Keep up with everything Super Bowl LX here.
