The 2025 Super Bowl features high-profile commercials, with advertisers spending around $8 million for 30 seconds of airtime. Experts have noted that many brands are opting for nostalgia and familiarity, revisiting successful past strategies rather than innovating. The Hellmann's ad stands out, reuniting stars Meg Ryan and Billy Crystal from "When Harry Met Sally," with Sydney Sweeney's cameo appealing to a younger audience. This trend reflects a broader approach where brands prioritize established, beloved themes over novel ideas, in a bid to safely capture viewer attention during the Super Bowl's massive advertising showcase.
"It feels like people aren't so much introducing new characters or ideas - a lot of brands have seen what worked in the past, and are going back to it."
"What’s impressed me is how Hellmann’s understood their audience, and by introducing Sydney Sweeney [at the end], they're making Hellmann’s relevant again to a whole new generation."
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