THE AD: You may not instantly recognize SNL alum Andy Samberg, kitted out in a wig and a sequined suit, as “Meal Diamond.” However, the larger-than-life performer is the star of Hellmann’s Super Bowl 60 ad “Sweet Sandwich Time” from VML.
The showman adapts the lyrics to Diamond’s 1969 hit “Sweet Caroline,” startling diners—including actor Elle Fanning—with a high-energy performance dedicated to his pre-show ritual: eating a sandwich made with Hellmann’s mayonnaise.
MY TAKE: So good, so good, so good. This spot has all the ingredients of a perfect Super Bowl ad. It’s funny, it has star power, and it’s a little bit unexpected and absurd, all while landing the message.
What is the message, then, you ask? That Hellmann’s should be your mayonnaise of choice. And for a condiment ad, it honestly doesn’t need to get much deeper than that.
I have it on good authority from an anonymous source that Lonely Island frontman Samberg was heavily involved in the creative direction of the commercial, including drawing a smiley face on the bologna he’s shown serenading. And it shows.
Also, this jingle is an earworm; who doesn’t love a bit of Neil Diamond? Dah, dah, dah.
