Hellmann’s is back for Super Bowl 59.
The Unilever-owned mayonnaise brand is making its fifth consecutive appearance in the Big Game in 2025, the brand announced today.
VML is handling the Super Bowl creative, which will introduce viewers to Hellmann’s new mascot, Manny Mayo.
In previous years, the condiment brand has used its multi-million-dollar ad slot to promote mayonnaise as a solution to food waste.
Kate McKinnon and Pete Davidson starred in last year’s 30-second ad, “Mayo Cat.” In it, McKinnon’s cat meows something that sounds like “mayo,” inspiring the actor to use Hellmann’s to upgrade her leftovers. That sends the cat on a path to stardom, where it inevitably has a short relationship with comedian Pete Davidson.
Hellmann’s Super Bowl ads debuted in 2021. Jon Hamm, Brie Larson, and Amy Schumer have also appeared in Hellmann’s Super Bowl ads. Davidson has been a constant since 2022 when he was brutally tackled by football player Jerod Mayo. In 2023, he found Larson and Hamm in his fridge.
“For our fifth year, Hellmann’s will remind fans how to bring out the best in game day dishes with a fresh creative take to this year’s advertisement,” Jessica Grigoriou, senior vice president of condiments marketing at Unilever North America, said in a statement.
It’s estimated that a 30-second ad during Fox’s broadcast of Super Bowl 59 costs at least $7 million. Fox said in its earnings call this week that it had sold out of inventory for the game at “record pricing.”
For the latest Super Bowl 59 advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2025 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 9 for the best in-game coverage of the commercials.
