Hellmann’s and 'Meal Diamond' Prepare to Steal the Show in Super Bowl Teaser

Hellmann’s Mayonnaise has revealed the star for its upcoming Super Bowl ad, directed by MJZ's Tom Kuntz, with a 15-second teaser. His name, embroidered with sequins on the back of his jacket, is Meal Diamond. Sound familiar?

With the Super Bowl being an American sporting event, it was already fairly likely that we’d hear ‘Sweet Caroline’ being sung at some point – but it looks like those odds just got a lot better.

In the teaser, created with agency partners VML, WPP Unite and Edelman, viewers are invited backstage just before showtime, as a larger-than-life performer puts the finishing touches on his signature sequined look. Of course, as part of his pre-performance ritual, he enjoys a sandwich made with Hellmann’s mayonnaise.

“Meal Diamond may be new, but his star power hits a familiar note,” said Jessica Grigoriou, SVP of marketing for condiments at Unilever North America. “We’re giving fans just enough to spark curiosity before the full chorus hits – a tease that gets people guessing (and craving) ahead of a Big Game moment where sandwiches truly steal the show.”

The teaser sets the stage for Hellmann’s full 30-second Big Game spot, which will air during the fourth quarter of the Super Bowl on February 8th.

Last year's Super Bowl ad for Hellmann's saw VML New York take the creative lead on a 'When Harry Met Sally' revamp, which reunited Meg Ryan and Billy Crystal under the direction of Caviar's Jake Szymanski.

This year's campaign marks the sixth year in a row that Hellmann’s has worked with its agency partners VML, WPP Unite and Edelman on its Super Bowl spot. More clues about the ad and Meal Diamond will be teased ahead of the full reveal on @HellmannsMayonnaise on Instagram and TikTok.

Keep up with everything Super Bowl LX here.