Jon Hamm and Brie Larson star in Hellmann's Super Bowl commercial teaser

Hellmann’s is enlisting Jon Hamm and Brie Larson for its Super Bowl ad, the Unilever brand revealed today in a teaser for the spot. Miniature versions of Hamm and Larson appear to wander lost near a relatively giant Hellmann’s jar inside a refrigerator in the 15-second teaser from WPP’s Wunderman Thompson. While it’s impossible to predict how the final spot will play out, suffice it to say that mayo is something a lot of people might use on a ham and brie sandwich. This marks Hellmann's third consecutive Super Bowl ad. The brand will run a 30-second commercial in the third quarter of the game, which will air Feb. 12 on Fox. Check out the latest Ad Age events and award programs For the third straight year, Hellmann’s is running out a remarkable amount of talent for a brand that has spent—inclusive of the Super Bowl—between $11 million and $14.5 million in total on TV ads during each of the past three years, according to iSpot.tv estimates. In 2021, Amy Schumer appeared as a Fairy God-Mayo, and in 2022 the brand enlisted Pete Davidson and former NFL linebacker Jerod Mayo for its spot. This year’s “Make Taste. Not Waste.” ad is expected to once again focus on the Unilever brand’s purpose—reducing food waste—suggesting mayo as a handy ingredient for repurposing leftovers.

Jon Hamm and Brie Larson star in Hellmann's Super Bowl commercial teaser

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