Sweet Sandwich Time

VML and Hellmann’s Mayonnaise kick off the Super Bowl and football’s biggest night with a classic tune built for the Big Game.

For its sixth consecutive year at the Super Bowl, Hellmann’s focused millions of fans on its signature condiment by reimagining the classic tune "Sweet Caroline" as “Sweet Sandwich Time" in a hilarious Big Game ad starring Andy Samberg and Elle Fanning – proving that Hellmann's mayo makes every sandwich "So Good!"

The Big Game is a stage for unforgettable moments and iconic performances, and for our sixth year we're bringing that same energy. Music, nostalgia and food all have a unique way of creating shared moments and 'Sweet Sandwich Time' is a catchy reminder that Hellmann's can be the star of any sandwich – or any game day celebration.

Jessica Grigoriou

Senior Vice President of Condiments Marketing in North America, Unilever

Hellmann's aimed to stand out during the Big Game by creating a memorable and entertaining ad that would resonate with viewers, drive brand awareness, and highlight the role of Hellmann's mayonnaise in making sandwiches delicious.

The campaign drew inspiration from the nostalgia and universal appeal of Neil Diamond's "Sweet Caroline," transforming it into a fun anthem celebrating sandwiches.

Hellmann's partnered with comedian Andy Samberg, who plays "Meal Diamond," an affectionate, tongue-in-cheek nod to the iconic Neil Diamond, to create a humorous and musical tribute to sandwiches. The ad features Samberg serenading deli patrons with "Sweet Sandwich Time," joined by actress Elle Fanning, a self-proclaimed mayo superfan.