Hellmann’s delivers a playful musical ad for the Super Bowl, pairing SNL alum Andy Samberg with actress Elle Fanning.
At a Glance
- Andy Samberg and Elle Fanning headline a new Hellmann’s Super Bowl commercial.
- The spot re-imagines a Neil Diamond classic in a mayo-themed parody.
- Filmed at Los Angeles’ Canter’s Deli, the ad blends humor and nostalgia.
- Why it matters: It showcases how brands use pop-culture references to capture viewers’ attention during the biggest TV event of the year.
The new Hellmann’s commercial, set to air during the Super Bowl, features Andy Samberg and Elle Fanning in a musical parody of a beloved sing-along anthem. The ad, filmed at Los Angeles’ famed Canter’s Deli, re-imagines a Neil Diamond song with a mayonnaise twist. The duo’s chemistry and the playful concept promise to bring a fresh twist to the brand’s long-running advertising tradition.
The Ad Concept
The commercial takes a classic Neil Diamond track and turns it into a light-hearted ode to mayo. Samberg, a long-time fan of the singer, brings his signature energy to the performance. The ad’s script turns the condiment into a musical hero, encouraging viewers to sing along and share the moment.
Key Elements
- Song choice: A familiar Neil Diamond anthem adapted for mayonnaise.
- Tone: Humorous, upbeat, and family-friendly.
- Setting: A bustling deli kitchen, complete with fresh ingredients.
- Message: Mayo is a versatile staple that can elevate any sandwich.
Casting Choices
Samberg’s history with Hellmann’s spots-such as the Kate McKinnon “mayo cat” and the last-year When Harry Met Sally reunion-made him a natural fit. At 46, he brings a playful authenticity, while Fanning, 27, adds a youthful vibe.
Actor Highlights
- Andy Samberg: SNL alum, known for his love of sandwiches and musical parodies.
- Elle Fanning: Rising star, proud of her family’s NFL ties and a self-declared mayo lover.
| Actor | Age | Notable Previous Work |
|---|---|---|
| Andy Samberg | 46 | Kate McKinnon “mayo cat”, When Harry Met Sally spoof |
| Elle Fanning | 27 | Recent film roles, Super Bowl commercial debut |
Production Details
The shoot took place at Canter’s Deli, a landmark in Los Angeles known for its authentic deli experience. The location provided a colorful backdrop for the musical performance and added an extra layer of realism to the ad.
Behind the Scenes
- Location: Canter’s Deli, Los Angeles.
- Director: Not disclosed.
- Production team: Focused on capturing the energy of a live musical performance.
Actors’ Perspectives
Samberg expressed excitement about the project, saying, “I was told that there was going to be a re-imagining of a Neil Diamond song for a spot, and it was for the Super Bowl, which was very exciting of course,” he told News Of Los Angeles. He praised his own fit for the role, noting, “I mean, for me it’s like you put Neil Diamond and sandwiches together. Those are two of my interests.”
Fanning welcomed the opportunity, stating, “It’s a very big deal and a very big deal for my family. My grandfather [Rick Arrington] played in the NFL. He was a quarterback in the NFL. My mom is the most proud of me to get this. We screamed together. I could not wait to tell her. We love the Super Bowl. We throw parties. We watch it and we love the commercials.” She added, “I’m definitely keeping it a surprise from some people. I want to do a little jump scare on people.”
Both actors highlighted their affection for mayonnaise: Samberg noted that condiments are never too many, while Fanning said, “I will put it on anything. My grandmother would make, and she still does, mayonnaise and tomato sandwiches on white bread. She would make those with her father. And so that was something that she kind of passed down to me.”
Why It Matters
Hellmann’s has long leveraged pop culture to keep its brand relevant. By pairing a beloved musical icon with a current celebrity duo, the ad taps into nostalgia while appealing to a younger audience. The Super Bowl provides a massive platform, and this commercial demonstrates how brands can blend humor, music, and product placement to create memorable moments.
Takeaways
- Creative re-imagining of classic songs can refresh brand messaging.
- Strategic casting-using actors who share personal ties to the product-adds authenticity.
- High-profile events like the Super Bowl remain powerful advertising stages.
The Hellmann’s commercial showcases a blend of musical homage, celebrity charm, and brand loyalty, promising viewers a fun and flavorful Super Bowl experience.
