Directed by Le Cube through Not To Scale New York, this animation piece follows how a woman would spend 140 hours in Miami if she had the chance, her roost being a luxury Hyatt Hotel, Miami Beach's The Confidante. The woman’s account was the winning entry–conveyed in 140 characters or less on social media (Twitter, Instagram or Facebook)–in Hyatt’s “Tell Your Tale” contest. She explores different aspects of what the beautiful, art-deco inspired oasis has to offer.
Agency MullenLowe turned to Le Cube, a directing collective who via 2D animation depicted the woman’s adventure, bringing to life the cosmopolitan charm of Miami along with its glamour, deploying a vibrant pastel color palette in an authentic graphic illustration style.
Credits
Client Hyatt Agency MullenLowe Mark Wenneker, chief creative officer; David Weist, Tim Vaccarino, executive creative directors; Myles Allpress, Ben Salsky, creative directors; Nick Mathisen, Lisa Mathisen, associate creative directors; Tyson Schmitt, art director; Eugene Torres, copywriter; Liza Near, exec director of integrated production; Zeke Bowman, director of broadcast production; Trisha Dowley, sr. producer; Jennifer Dwyer, assistant producer. Production Not To Scale New York Le Cube (Juan Manuel Freire, Ralph Karam), directors; Eve Strickman, exec producer; Angela Foster, supervising producer; Ralph Karam, executive creative director; Gustavo Karam, Juan Manuel Freire, exec producers; Antonela Castro, Larissa Miranda, producers; Sergio Kechu, animation director; Andrea Devia, illustration; Cintia Czeszczwik, Katherine Pyor, Sara Boix, Guy Charnaux, Nata Metlukh, Francisco Luque, animation; Nata Metlukh, Sara Boix, Guy Charnaux, Juliana Gorgati, Juliana Culaciati, Julieta Soloaga, Florencia Laurenzi, Francisco Luque, Katherine Pyor, Eugenia Casal, Patricio Rey, clean up; Jardeson Rocha, Jules Guerin, compositing. Music/Sound Design Cachorro Loco
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.)
