Hellmann's Teases When Harry Met Sally Reunion for Super Bowl Ad

On February 9th, a meet-cute between an iconic condiment and an iconic sandwich will take place within a renowned New York institution – Katz's Deli. Today Hellmann's Mayonnaise drops its :20 teaser for their Big Game commercial, paying homage to a timeless deli scene featured in a famous 1980s rom-com and clues in viewers to a sandwich that's about to become the most-craved item during football's biggest weekend. 

In the teaser, viewers are transported to the original, legendary Katz's Deli in New York City and hear a waitress reading back a detailed sandwich order so meticulous that it includes instructions down to the order of ingredients and thickness of the sliced tomatoes! After the order is read aloud, we hear someone add an additional request: "Hellmann's, on the side."

"This year, we're tapping into nostalgia and the timeless appeal of Hellmann's, which has been a part of so many flavourful moments since 1913," said Jessica Grigoriou, SVP Marketing, Condiments, Unilever North America. "Much like the Big Game and classic rom-coms, Hellmann's brings people together to enjoy life's simple pleasures like a deliciously creamy sandwich. Whether you're in an iconic deli or your own kitchen, Hellmann's brings out the best."

This teaser comes after 'When Harry Met Sally' actor Meg Ryan posted a photo with co-star Billy Crystal [below] to her Instagram, sending fans of the legendary rom-com into an online frenzy. The Hellmann's video also mimics the overly complex pie order she gives to the deli waitress in the original film, sparking speculation as to how Hellmann's will bring this potential reunion to life.

Hellmann's full Big Game spot will air during the match on Sunday February 9th, continuing its legacy of combining humour and heart to celebrate the power of taste. Fans can watch the teaser on Hellmann's social media channels and YouTube and catch even more teasers to come before kick off.

This is the 5th year in a row Hellmann's has worked with its agency partners VML, Mindshare and Edelman to create memorable work for one of the biggest marketing events of the year.