Hellmann’s Spreads “Mayo-Tivation” This Football Season with Will Levis

Hellmann’s makes its NFL debut this week with a new campaign.

Continuing the brand’s partnership with condiment icon and Tennessee Titans star quarterback Will Levis, Hellmann’s new integrated “Mayotivations” campaign combines Will’s quirky sense of humour and his love for mayo, into his first-ever TV ad with the brand. 

Making its debut this week on CBS and FOX, the TV campaign unites the worlds of football and mayonnaise, spreading some “mayo-tivation” and showing just how Hellmann’s brings out the best in your game day dishes.

Across a variety of 15 sec spots, Will doles out humorous, motivational statements with double meanings across food and football, while a montage of scenes reminiscent of nostalgic ‘80s blockbusters roll by, featuring mayotivating idioms like: 

• “Mayo team reach higher, and may your Buffalo chicken dip be fire.” 
• “Mayo dip be creamy and your quarterback…dreamy.” 
• “Mayo team go for two, but your chip never be dipped twice.”

Hellmann’s Mayotivations campaign will run through mid-December featuring a multi-channeled asset strategy including nationwide TV spots, in game radio placements and shoppable QR codes on CBS Sports – a first for Hellmann’s - and The Drew Barrymore Show, a first for the show. Additionally, OOH promotions and digital display ads will deck the halls, billboards and stands of stadiums across the country – including Hellmann’s commercial football partners Tennessee Titans, New England Patriots and New York Giants.  

While mayo has always been at the heart of game day dishes and tailgating favourites, Mayotivations is the latest campaign to integrate America’s #1 mayonnaise brand into our football food favourites, featuring new and classic recipes for everyone to enjoy. More information is available here.  

VML is the creative agency behind Mayotivations, and the TVC director is Emmy-nominated sketch writer/director Dan Opsal, known for his work at The Tonight Show Starring Jimmy Fallon.