Unilever’s Hellmann’s is rewinding back to 1989 for its fifth Super Bowl spot with a creative tribute to the iconic “When Harry Met Sally” dining scene at Katz Deli—featuring original stars Meg Ryan and Billy Crystal. While the brand’s 2024 “Mayo Cat” Big Game commercial also leaned into star power and humor, it didn’t quite tap into the magic of romcom nostalgia. How successfully did the brand’s 2024 Big Game ad persuade viewers to consider the controversial condiment and what does iSpot Creative Assessment predict about this year’s ad (pre-released on 1/29)?
While conversions represent completed actions and can provide a snapshot of post-campaign performance, they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.
Purchase Intent is the purest early indicator of an ad’s sales potential—but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions.
iSpot’s Creative Assessment analyzed three years of Hellmann’s ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.
Hellmann’s “When Sally Met Hellmann’s” :30
Purchase Intent Gap to Hellmann’s Norm*: +6 pts (53% Top 2 Box)
According to the Optimal Profile for Hellmann’s, the strongest differentiating components delivering higher levels of consumer intent for the brand include Information, Change, and Relevance. Breakthrough (Attention and Likeability) have historically been less influential in driving brand outcomes.
The thirty-second “When Sally Met Hellmann’s” excelled at delivering a Change of pace and relatability (Relevance) and also conveyed Information closely in line with the Optimal Profile. However, the 2025 Big Game spot also scored a touchdown in breaking through. While not the primary drivers of the brand’s best performing ads, Attention and Likeability are absolutely targets to hit for in the Super Bowl. This profile positions the ad in the highest intent quadrant, suggesting it will be more persuasive than Hellmann’s typical messaging.
In Creative Assessment testing of the pre-release, this year’s Big Game spot outpaced the brand’s five-year average in driving Purchase Intent by +6 points, with 53% more/much more likely to consider the brand. The Nostalgic** characters immediately grabbed Attention while the Funny** twist on the classic (and still for some, Inappropriate**) movie scene brought the Change and ensured high Likeability.
Big kudos to Hellmann’s for outperforming their 2024 Super Bowl ad, which, while also delivering Big Game breakthrough, fell short on conveying enough Information to drive stronger intent (with 42% professing positive consideration).
Hellmann’s 2024 “Mayo Cat” :30
Purchase Intent Gap to Hellmann’s Norm*: -5 pts (42% Top 2 Box)
For any brand, knowing and influencing the key KPI drivers—whether it be Likeability, Attention, Relevance, Information, Change, or a unique combination—can lead to more impactful creative that boosts purchase intent. What 2025 Big Game ads will deliver not just social chatter but real business results? Sign up for iSpot’s VIP Ad Center to find out—and track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.
*Due to the polarizing nature of mayonnaise across gen pop viewers, intent was indexed to the Helmman’s brand five-year norm (47% Top 2 Box) to reflect relative ad success.
**Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.