Hellmann’s is rolling out a new Super Bowl commercial that pairs Andy Samberg with Elle Fanning for a playful, tune-filled ode to sandwiches. The spot marks Hellmann’s sixth straight Big Game appearance and leans into silliness to make mayo feel fresh, memorable, and snack-ready for game day.
The ad centers on a catchy song about sandwiches that riffs on the everyday joy of building a perfect bite. The lighthearted vibe continues Hellmann’s tradition of mixing humor with a little nostalgia, rather than taking itself too seriously.
Shot in Los Angeles at Canter’s Deli, the commercial brings together two star talents known for their range in comedy and film. The choice to film at a beloved deli nods to the brand’s hands-on, food-forward identity and its continuing love of regional food culture.
Past Big Game campaigns for Hellmann’s have explored sustainability and nostalgia, drawing on big-name collaborators from Kate McKinnon to Meg Ryan and Billy Crystal. This year’s effort keeps the focus on a simple, shareable hook: a song that makes sandwich-making feel like a moment of joy.
Whether it lands with viewers remains to be seen, but the campaign’s mix of familiar talent and a memorable jingle is designed to spark chatter in the weeks leading up to kickoff, turning ordinary mayo into part of the weekend’s entertainment.
