CP+B’s holiday campaign for Fruit of the Loom offers advice as to whom you should and shouldn’t give underwear to. This tongue-in-cheek guide to Xmas shopping, titled “Rules of Underwear Giving,” shows various people on camera with a voiceover providing a yea or nay relative to the appropriateness of giving them Fruit of the Loom’s finest.
Peter Martin of production house Imperial Woodpecker directed the :30.
Client Fruit of the Loom Agency CP+B Tony Calcao, executive VP/executive creative director; Ralph Watson, chief creative officer; Dave Cook, Matt Fischvogt, creative directors; Mona Hasan, associate creative director; Edi Inderbitzin, sr. art director; Aaron Fisher, designer; Ramon Nunez, VP/sr. integrated producer; Kate Hildebrant, VP/director of video production; Charissa Kinney, content supervisor; Ben Song, content manager. Production Imperial Woodpecker, Santa Monica, Calif. Peter Martin, director; Doug Halbert, managing partner; Charlie Cocuzza, exec producer; Lawrence Lewis, producer. Editorial NO6, Santa Monica, Calif. Chan Hatcher, editor; Verdi Sevenhuysen, online editor; Chrissy DeSimone, editorial exec producer; Kendra Desai, editorial producer. Post Optimus Chicago Lisa Masseur, exec producer/managing director; Sarah Wien, exec producer; Emma Jubinski, producer. Design Optimus Design, Chicago Jon Desir, exec producer; Mike Ciacciarelli, executive creative director; Donnie Bauer, creative director. Music KBV Records, NY Tony Verderosa, exec producer; Alex Wurman, composer. Audio Lime Studios, Santa Monica. Mark Meyuhas, engineer. Post Company 3, Santa Monica. Siggy Ferstl, colorist.
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
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