This slice of life at a restaurant flips the norm, showing us a woman taking the initiative and about to propose marriage to a man–underscoring the value of Secret Stress-Tested for Women deodorant.
Titled “The Question,” this spot was conceived by a creative team at Wieden+Kennedy, Portland, Ore., and directed by Aoife McArdle via Anonymous Content.
Client Procter & Gamble/Secret Agency Wieden+Kennedy, Portland, Ore. Justine Armour, creative director/writer; Caio Lazurri, creative director; Johan Arlig, art director; Brooke Barker, copywriter; Jessica Staples, producer; Michael Holz, interactive strategy; Carly Presho-Dunne, social strategy; Angela Jones, strategic planning. Production Anonymous Content Aoife McArdle, director; SueEllen Clair, exec producer; Sally Campbell, exec producer (Somesuch); Christopher Gallagher, producer; Alexis Zabe, DP. Editorial Final Cut Paul Zucker, editor; Eric McCasline, exec post producer; Suzy Ramirez, head of production; Sarita White, producer. Visual Effects MPC Los Angeles Elexis Stern, exec producer; Ben Persons, shoot supervisor; Mark Gethin, colorist; Susanne Scharping, VFX lead; Sandra Ross, Vincent Blin, Warren Paleos, VFX; Kathleen Kirkman, designer. Music Marmoset Will Canzoneri, composer; Tim Shrout, producer. Sound Design Barking Owl Michael Anastasi, sound designer; Kelly Bayett, exec producer. Audio Post Lime Studios Sam Casas, mixer.
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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