Hellmann’s is once again setting the stage for another Big Game spectacle with the release of a 15-second Super Bowl teaser introducing a mysterious new character named Meal Diamond, and yes, the name is doing a lot of heavy lifting.
Created in partnership with VML, WPP Unite, and Edelman, the teaser offers a backstage glimpse just moments before showtime. A larger-than-life performer, clad in a sequined jacket emblazoned with his name, prepares for what appears to be a high-energy performance. Before taking the stage, he completes an essential pre-show ritual: eating a sandwich made with Hellmann’s mayonnaise.
Directed by MJZ’s Tom Kuntz, the spot leans into spectacle and anticipation, inviting viewers to connect the dots without spelling anything out. With the Super Bowl being one of America’s most theatrical sporting events, the teaser all but confirms that music, nostalgia, and a little tongue-in-cheek showmanship are about to collide. Watch below:
“Meal Diamond may be new, but his star power hits a familiar note,” said Jessica Grigoriou, Senior Vice President of Marketing for condiments at Unilever North America. “We’re giving fans just enough to spark curiosity before the full chorus hits — a tease that gets people guessing, and craving, ahead of a Big Game moment where sandwiches truly steal the show.”
The teaser serves as a preview of Hellmann’s full 30-second Super Bowl commercial, which is set to air during the fourth quarter of the game on February 8. Until then, the brand plans to continue dropping hints and clues across its social channels, including Instagram and TikTok, encouraging fans to speculate on what, or who, Meal Diamond really represents.
This year marks the sixth consecutive Super Bowl campaign for Hellmann’s with agency partners VML, WPP Unite, and Edelman. The brand has become a consistent presence during the Big Game, often leaning into pop culture moments and nostalgic storytelling. Last year’s spot, led creatively by VML New York, famously revisited When Harry Met Sally, reuniting Meg Ryan and Billy Crystal under the direction of Jake Szymanski.
With Meal Diamond now stepping into the spotlight, Hellmann’s appears ready to once again turn a simple sandwich into a headline-grabbing moment and prove that when it comes to Super Bowl advertising, condiments can still steal the show.
More details on the campaign will be revealed in the days leading up to Super Bowl Sunday.
For more of Reel 360 News’ Super Bowl coverage, click here.
CREDITS:
BRAND: Hellmann’s
AGENCY: VML, WPP Unite, Edelman
PRODUCTION COMPANY: MJZ
Director: Tom Kuntz
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