Cat's out of the bag! Today, Hellmann's fourth consecutive Big Game spot is revealed, featuring award-winning actress, comedian, and frequent cat collaborator Kate McKinnon, the iconic Mayo Cat (known as Chipmunk off camera!) and a cameo by actor and comedian, Pete Davidson. Together, they ignite a Hellmann's craze by using the magic touch of mayonnaise to save leftovers and turn them into delicious dishes.
The ad opens with Kate rummaging through her fridge after the Big Game, looking for something to eat. Her seemingly normal furry friend gives her the realization that Hellmann's "may-ow" can transform leftovers into mouthwatering dishes – and that her cat can talk. Mayo Cat cat-apults to instant fame for these newly discovered "talking" abilities with morning show appearances, book signings, and motivational speeches, creating a nationwide Hellmann's frenzy. Close watchers will even notice that Mayo Cat begins to sport a new, iconic look – a sparkly blue bow collar, a homage to Hellmann's iconic blue ribbon logo.
"I'm so excited to partner with Hellmann's and my old pal Pete to spread awareness about food waste," said Kate McKinnon. "Hanging with Mayo Cat and enjoying leftovers is a perfect way to celebrate the Big Game!"
Like many new faces on the scene, Mayo Cat hard-launches a new relationship with famed actor and comedian, Pete Davidson, while the two escape through a sea of paparazzi on the red carpet. Pete's cameo in the ad marks his third appearance in a Hellmann's Big Game commercial and solidifies his one true love interest: Hellmann's mayonnaise. In the end, it's still Mayo Cat and Kate who come out on top – with a dollop of mayo, of course.
"Although our whirlwind romance has come to an end, Mayo Cat and I remain good friends, united by our common goal to end food waste," said Pete Davidson. "I'm a big leftovers guy so it's been cool to be a part of Hellmann's ads for the Big Game and their mission to reduce food waste."
Hellmann's 30-second spot during the Big Game will air during the second quarter. As with previous spots, Hellmann's ad brings to life the brand's 'Make Taste, Not Waste' platform, encouraging viewers to get creative in the kitchen and help fight against food waste by using leftover ingredients paired with Hellmann's mayonnaise. Hellmann's ambition has successfully inspired more than 100 million people globally every year to reduce food waste at home with leftover creations.
To build excitement for the commercial, Hellmann's is bringing the star power of Mayo Cat to life in the Big Game's host city via an activation on the exterior of Sphere – the next-generation entertainment venue that opened in Las Vegas in September. This will make Hellmann's the first Unilever brand to advertise on Sphere. In a rotational activation running from January 29 – February 4, passersby will be able to get up close and personal with Mayo Cat in immersive 3D as the furry feline interacts adorably with fans in Las Vegas.
The iconic Mayo Cat summarized their Big Game ad experience with a profound "May-ow." We couldn't agree more!
Feeling hungry already? Fans eager to kick off their game day eats can check out the Buffalo Chicken Salad Sandwich recipe featured in the ad, along with other recommended pre-game dishes and leftover recipes at www.gamedaydishes.com.
Both the 30-second and 60-second versions of the commercial are available across Hellmann's social media platforms and on YouTube. Agency Credits are shared below. For more information leading up to the game, please visit www.Hellmanns.com.
This professional campaign titled 'Mayo Cat' was published in United States in February, 2024. It was created for the brand: Hellmann's, by ad agency: VML. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 1 month ago.
Creative Agency: VML
Media Agency: Mindshare
Public Relations Agency: Edelman
Cat Owner: Molly O'Neill
Cat Trainer: Tina Weld (with Hollywood Animals)
Influencer: Village Marketing
Directors: Will Speck and Josh Gordon
Producer: Tara Leinwohl
Kate McKinnon as herself
Pete Davidson as himself
Chipmunk as Mayo Cat
Connor Ratliff as the photographer
Audio: Sonic Union
Mixer: Mike Marinelli
Producer: Mary Kate Valentino