Two years ago, Tennessee Titans quarterback Will Levis became a viral sensation for putting mayonnaise in his coffee. Fast forward to 2023, and Hellmann’s has capitalized on this quirky moment, signing Levis to a lifetime supply of mayo. But Hellmann’s took it even further, turning this partnership into the launch of Will Levis No. 8, the world’s first “parfum de mayonnaise.” The fragrance combines mayo’s signature scent with notes of musk, vanilla, and coffee undertones. Hellmann’s not only sold out of the 30ml bottles quickly but also backed the launch with a full campaign.
Hellmann’s partnered with the Edelman agency to create a hilarious campaign centered around Levis and his love for mayonnaise. The hero ad, a 40-second spot, brilliantly mimics luxury perfume ads. In the parody, Levis poses dramatically, pondering the essence of mayo as clouds of smoke swirl around him. The ad nails all the clichés of high-end fragrance campaigns, right down to the whispered narration. Edelman’s global executive creative director Andrew Simon, who directed the spot, saw it as an irresistible opportunity for satire. “It’s too good not to parody,” Simon said of the high-end perfume tropes.
The Perfect Match: Will Levis and Hellmann’s
The partnership between Hellmann’s and Levis began when Edelman’s Simon noticed the quarterback’s unique personality during the 2023 NFL Draft. Despite his talents, Levis was passed over in the first round, and the ad team knew that his quirky personality and viral mayo-in-coffee moment made him the perfect fit for Hellmann’s. This realization led to the lifetime mayo contract, which debuted in a press conference-style video in August. Levis’ unique charisma shone through, setting the stage for this next, bolder step — the fragrance.
Hellmann’s and Edelman had to determine whether Levis’ viral story had staying power for a second season. The love-hate relationship people have with mayonnaise became the inspiration for Will Levis No. 8, giving the campaign a fresh twist. The quirky fragrance offered the perfect blend of humor and product promotion, highlighting Levis’ personality while playing into consumers’ divided feelings about mayo.
One of the most impressive aspects of the campaign was Levis’ ability to pull off the satirical role. During the initial press conference video, it became clear that Levis had the comedic timing and acting talent to make this unique concept work. According to Simon, finding an athlete who can genuinely act in a parody is rare, but Levis exceeded expectations. His performance in the campaign video solidified the success of the fragrance launch and the overall marketing effort.
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