Callen’s latest Bijan Mustardson ad features the meatiest of touchdown passes

What is it with NFL players and condiments?

Among the outrageous storylines ahead of the upcoming NFL season has been the goofy advertising involving rookies and food-enhancing sauces. Earlier this week, we saw Tennessee Titans quarterback Will Levis—who’s famous for putting mayonnaise in his coffee—sign a deal with Hellmann’s for a lifetime supply of mayo.

And now, we get the latest spot with Bijan Robinson for Bijan Mustardson, the mustard brand he co-founded last year (thanks to Bijan rhyming with Dijon) with Austin agency Callen under an NIL deal while he was still in college.

The Bijan ad has been getting attention for an outlandish premise that not even the NFL’s most creative player-scriptwriters could have dreamed up:

Reaction was swift and alternately adoring and merciless. Sports Illustrated called the ad “cringeworthy,” though SB Nation said it was “in awe of how self-aware and intentionally corny this ad is.” The spot also led sportswriters who weren’t already aware of the mustard to explore its website, where the products for sale include a mustard-scented candle—leading to some impressive earned media.

Fans, too, have gotten into it—particularly in the wake of the Levis/mayo news. “All we need now is Mahomes to have a ketchup company and the holy trinity of condiments is complete,” wrote one on X (formerly Twitter).

But wait, there’s more.

Check out four other spots below. The “Bijan Approved” spot (the second one down) features, if I’m not mistaken, a voiceover by Callen founder Craig Allen.