Hamm & Brie are stuck in a fridge because they're dinner in Superbowl LVII. Along come Pete Davidson, because he really is everywhere, to eat them. Yeah, that's weird, but not Super Bowl weird IMHO. While Hellman's continues on their strategy to make people think differently about leftovers, aka food waste, which can be transformed by mayo into MMmmm-Mmmm yum from previous years - the strategy of advertising during the super bowl is a sound one. It is one of the biggest "leftover food events" of the year, after all.
Ad agency: Wunderman Thompson
Executive Creative Director: Susan Golkin
Principal talent: Jon Hamm, Brie Larson, Pete Davidson.
Client: MAKE THE PRODUCT BIGGER