Hellmann’s and NFL QB Will Levis unveil a mayo-scented perfume

If you’re looking to emit a “luscious” and “eggy” scent, then Hellmann’s endorser Will Levis has just the product for you—Will Levis No. 8, a perfume that smells like mayonnaise. Levis, the second-year Tennessee Titans quarterback, caused a bit of a stir last August, when he revealed that he likes to put mayo in his coffee. In response, the Unilever brand—working with Edelman—gave him a contract worth a lifetime supply of Hellmann’s. This new campaign is also from Edelman. The perfume will be available beginning today on Shopify. Along with the mayo scent, Will Levis No. 8 also incorporates coffee undertones, in keeping with the history of the partnership. And while gag perfumes are well-worn creative territory, the parody video above has its moments. The campaign will also feature an out-of-home takeover in Nashville. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Hellmann’s and NFL QB Will Levis unveil a mayo-scented perfume

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