In “Who Am I?”�one of seven spots in a campaign–a garishly dressed man, replete with loud shirt and a giant medallion hanging from an ostentatious gold chain, walks into a La-Z-Boy furniture gallery. He is holding a silver motorcycle helmet. A female employee greets the prospective customer who is bewildered and confesses, “I don’t know who I am anymore.” She counters by inviting him to “try being yourself over here.” The “over here” is a large red Laz-Z-Boy sofa. His disoriented state disappears once he sits down. He lets out a satisfied sigh, and says “hello old friend” to the couch. He then extends a slightly different greeting to the La-Z-Boy employee as if he’s just noticed her for the first time. “Well, hello new friend,” he says in a bit of a cheesy tone and a flirtatious manner. The tagline: “Comfort, it’s what we do.”
Agency: Rubin Postaer & Associates Joe Baratelli, David Smith, creative directors; Nathan Crow, art director; Eric Helin, copywriter; Shelley Eisner, producer. Production Company: Tool of North America Erich Joiner, director; Jennifer Siegel, Brian Latt, executive producers; Mark Fetterman, producer; Mark Plummer, DP Editorial: Spot Welders Inc. Pam Martin, Lucas Spaulding, editors Music: Elias Arts Jonathan Elias, composer
Top Spot of the Week: Hellmann’s Super Bowl Ad Reunites “When Harry Met Sally” Stars Meg Ryan and Billy Crystal
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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