NFL Star Will Levis Launches the World’s First Mayonnaise-Inspired Fragrance with Hellmann’s

The beloved mayo brand and its new brand ambassador, NFL Star Will Levis has launched the world’s first mayonnaise-inspired fragrance. Will Levis No. 8 is now available nationwide through Shopify.

You’ll remember Levis as the Tennessee Titans franchise quarterback who went viral last year after famously putting mayo in his coffee and landing a lifetime supply of Hellmann’s. Continuing his partnership with Hellmann’s Levis stars in the brand’s film for the new fragrance campaign, paying ironic homage to the perfume ads that have come before him. If nothing else, the film captures Levis’ passion for mayo and great taste.

The signature scent, Will Levis No. 8, embodies the very essence of mayonnaise and pushes the boundaries of what it means to “smell like greatness”. Beyond its creamy and wonderful notes, it also incorporates coffee undertones – a nod to last year’s campaign and the origin story of Hellmann’s + Levis.

Edelman was the creative and production partner on the project, and Steven Meizler, known for his work on Queen’s Gambit and Godless, did the cinematography. The campaign will be further supported by a massive OOH takeover in Nashville, home to Levi's and the Titans.