Ten Extraordinary Woo – No. 9

Yesterday, we stepped into the ring with Pfizer’s “Knock Out.” Today, we swap the sweat and fury of the boxing ring for something softer, something nostalgic—a love story told in dollops of mayo.

For those unfamiliar, Hellmann’s is more than just a condiment; it’s a staple of American kitchens, a century-old companion to sandwiches, salads, and backyard barbecues. Owned by Unilever, it reigns on the East Coast, while its West Coast counterpart wears a different name—Best Foods. A curious case of dual-branding, yet unmistakably the same creamy icon.

And so, for Super Bowl 2025, Hellmann’s serves up its latest dish:

Hellmann’s | "When Sally Met Hellmann’s"

Overall Ad Meter Rating: 3.375

Some ads shout. Some dazzle. Some whisper sweet nothings of nostalgia.

Hellmann’s chooses the latter, reviving one of cinema’s most beloved moments—the diner scene from When Harry Met Sally. Meg Ryan and Billy Crystal return to Katz’s Delicatessen, that sacred ground of pastrami and cinematic history, to recreate their first “non-date” date. But this time, a third guest joins the fray: Sydney Sweeney, the fresh-faced star of a new generation.

What Works:

? Attention-Grabbing Visuals: A smart play on nostalgia, tapping into the cultural memory of a beloved rom-com. The setting, the actors, the subtle tweaks—it all draws in fans of the original film.

? Tone & Execution: Lighthearted, humorous, charming. It winks at the past while letting Sweeney modernize the moment, making it feel fresh rather than purely retro.

? High Production Quality: Every detail is crafted with care, from the diner’s warm lighting to the actors’ delivery, ensuring the homage feels both authentic and polished.

Where It Falls Short:

? Brand Integration: The love story between Harry and Sally? Timeless. The love story between Hellmann’s and this scene? Forced. The connection between mayonnaise and one of cinema’s most famous moments feels tenuous at best. A sandwich may need mayo, but does this ad need Hellmann’s?

? Relevance to Younger Audiences: While fans of the original film will nod in appreciation, Millennials and Gen Z—a significant chunk of the Super Bowl audience—may not recognize the reference. As Billy Crystal himself admitted, today’s younger viewers might not embrace Harry’s 1989 charm in quite the same way.

? Call-to-Action & Message Clarity: What is this ad asking viewers to do? Buy Hellmann’s? Feel nostalgic? Crave a pastrami sandwich? The ad lacks a strong CTA and fails to clearly communicate why Hellmann’s belongs at the heart of this moment.

Final Thoughts:

There’s a fine line between a tribute and a stretch—and Hellmann’s teeters on that edge. While it delivers charm, wit, and impeccable craftsmanship, it struggles to justify its own presence in the scene. A small creative adjustment—perhaps integrating the product into the narrative more organically—could have made this not just a nostalgic wink, but a truly unforgettable brand moment.

Tell me what do you think? Did Hellmann’s spread the love, or did this one miss the mark?

Stay tuned for Part Three tomorrow, where we dive into the next contender.

Surja Handoko

for Mark3tmind