Will Levis doles out motivational quotes about mayonnaise in funny Hellmann’s spot

Tennessee Titans quarterback Will Levis is back with another humorous campaign for Hellmann’s mayonnaise. “Mayotivations,” created by VML New York and launched during Monday Night Football, features Levis doling out funny, motivational statements with double meanings across food and football as a montage of scenes show his “training workouts.” Reminiscent of nostalgic ’80s blockbusters, various shots of Levis depict him throwing and catching a mayo jar like a football, doing a split between stacks of mayo jars and otherwise worshipping the Hellmann’s in his hands. “Mayotivating” idioms like “Mayo team reach higher, and may your Buffalo chicken dip be fire,” and “Mayo dip be creamy and your quarterback … dreamy” promise a successful football season and awesome gameday eats. Also read: Hellmann’s and NFL QB Will Levis unveil a mayo-scented perfume The campaign, directed by Emmy-nominated sketch writer/director Dan Opsal, known for his work on “The Tonight Show Starring Jimmy Fallon,” will run through mid-December. It will feature national TV spots, in-game radio placements and shoppable QR codes on CBS Sports telecasts and “The Drew Barrymore Show.” Additionally, OOH promotions and digital display ads will run in the halls, billboards and stands of stadiums across the country, including Hellmann’s football partners the Tennessee Titans, New England Patriots and New York Giants. Hellmann’s will also release new recipes, made with mayonnaise, for this football season. Recipes can be found at gamedaydishes.com. The latest work with Levis follows an earlier partnership with Hellmann’s. In August, another Hellmann’s campaign announced Levis would be releasing Levis No. 8, a mayo-scented fragrance. The limited fragrance has since sold out online. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Will Levis doles out motivational quotes about mayonnaise in funny Hellmann’s spot

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