{"id":20827,"date":"2024-02-07T09:00:00","date_gmt":"2024-02-07T17:00:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=20827"},"modified":"2025-06-02T14:09:31","modified_gmt":"2025-06-02T21:09:31","slug":"hellmanns-super-bowl-spot-is-the-cats-meow","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/hellmanns-super-bowl-spot-is-the-cats-meow\/","title":{"rendered":"Hellmann\u2019s Super Bowl Spot is the Cat\u2019s \u201cMeow\u201d"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Stay on top of emerging Big Game ad trends as they unfold in our&nbsp;<\/em><a href=\"https:\/\/www.ispot.tv\/events\/super-bowl-commercials\"><em>Super Bowl 2024 Ad Center<\/em><\/a><em>, which features the latest teasers and pre-releases.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As Super Bowl advertisers attempt to maximize the impact of their investment, many release their Game Day ads ahead of the on-field action. According to iSpot <a href=\"https:\/\/www.ispot.tv\/products\/creative-testing\">Creative Assessment<\/a>, the 2024 pre-release that has most captured the country as of this writing is Hellmann\u2019s \u201cMayo Cat\u201d &#8211; here\u2019s how the brand got it right.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/6LnK\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color wp-block-paragraph\" style=\"color:#4ac500;font-size:24px\"><strong>Nailing All the Super Bowl Tricks<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In previous blog posts, we&#8217;ve uncovered various routes to Super Bowl triumph. These include injecting Safe \u201c<a href=\"https:\/\/www.ispot.tv\/hub\/the-rising-but-risky-use-of-humor-in-super-bowl-ads\/\">Humor<\/a>,\u201d leveraging <a href=\"https:\/\/www.ispot.tv\/hub\/the-keys-to-successful-celebrity-use-in-the-super-bowl\/\">celebrities<\/a> (and animals) to boost \u201cAttention\u201d and engagement, and captivating audiences with clever and \u201c<a href=\"https:\/\/www.ispot.tv\/hub\/doritos-wins-most-likeable-super-bowl-ad-of-the-past-5-years\/\">Likeable<\/a>\u201d narratives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMayo Cat\u201d is currently winning on all accounts.<\/p>\n\n\n\n<p class=\"has-text-color wp-block-paragraph\" style=\"color:#4ac500;font-size:24px\"><strong>Humor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The humor in Hellmann\u2019s creative lies in the cat\u2019s well-timed \u2018meows\u2019 (cleverly delivered as \u2018mayo\u2019) each time the lead character (Kate McKinnon) seeks culinary inspiration. Through a series of leftover meal makeovers, the duo swiftly ascends to stardom while humorously showcasing the transformative power of Hellmann\u2019s Mayonnaise. The brand spikes the comedic appeal by placing the viral cat in a doomed relationship with Pete Davidson for a closing clincher.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just outpacing Kawaski\u2019s Super Bowl <a href=\"https:\/\/www.ispot.tv\/ad\/6Vmh\/kawasaki-ridge-super-bowl-2024-extended-mullets-featuring-stone-cold-steve-austin-song-by-colony-hou\">debut spot<\/a> for the funniest pre-release to date, \u201cMayo Cat&#8221; has also landed as the \u201cQuirkiest\u201d and most \u201cMemorable\u201d so far.<\/p>\n\n\n\n<p class=\"has-text-color wp-block-paragraph\" style=\"color:#4ac500;font-size:24px\"><strong>Celebrity<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brand\u2019s casting of celebrities (and Kate McKinnon specifically) with a cuddly furbaby represents a master class in capturing broad audiences while keeping brand objectives in mind. Reigning second in \u201cAttention\u201d among the pre-releases to date (just trailing Kawasaki\u2019s \u201c<a href=\"https:\/\/www.ispot.tv\/ad\/6Vmh\/kawasaki-ridge-super-bowl-2024-extended-mullets-featuring-stone-cold-steve-austin-song-by-colony-hou\">Mullets\u201d<\/a>), the SNL celebs smartly bring in a younger audience key to the Unilever condiment\u2019s growth. The brand also capitalizes on the popularity of the current cultural \u201cBarbie\u201d phenomenon by casting McKinnon (\u201cWeird Barbie\u201d) in the lead role, and the clever but natural twist to a fetching feline\u2019s meow charms the animal lovers in the crowd.<\/p>\n\n\n\n<p class=\"has-text-color wp-block-paragraph\" style=\"color:#4ac500;font-size:24px\"><strong>Likeability<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hellmann\u2019s thoughtful casting and execution led 52% of viewers to identify the characters as the standout element of the creative, surpassing the average ad in Likeability by 17%. With top-performing Super Bowl spots consistently achieving strong Likeability, \u201cMayo Cat\u201d currently leads all 2024 pre-releases in an area key to entertaining the diverse audience watching on Game Day.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Out of historical Big Game advertisements, 129 creatives have been deemed even more likeable, with Budweiser&#8217;s 2014 &#8220;<a href=\"https:\/\/www.ispot.tv\/ad\/7TRc\/budweiser-super-bowl-2014-puppy-love\">Puppy Love<\/a>&#8221; reigning supreme with an 821 Likeability rating. Interestingly, Bud\u2019s return to the Clydesdales and golden retrievers for 2024 tracked just behind \u201cMayo Cat\u201d in Likeability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Given that many consumers hold a love it or hate it stance on mayonnaise, moving the polarizing condiment to the height of likeability, attention, culture, and memorability through brand personality undoubtedly puts a touchdown on the Hellmann\u2019s scoreboard. The subtle nod to the brand\u2019s purpose (its fourth year doing so) delivers the \u201cMake Taste, Not Waste\u201d two-point conversion for the win.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tune into our 4th annual post-game Super Bowl webinar for an instant replay of all the ad action, including a closer look at winning creative, audience insights and top trends.<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/event.webcasts.com\/starthere.jsp?ei=1653408&amp;tp_key=2fdfbdc9b8f\" style=\"background-color:#4ac500\">Register Now<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Stay on top of emerging Big Game ad trends as they unfold in our&nbsp;Super Bowl 2024 Ad Center, which features the latest teasers and pre-releases.&nbsp; As Super Bowl advertisers attempt to maximize the impact of their investment, many release their Game Day ads ahead of the on-field action. According to iSpot Creative Assessment, the 2024&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":20828,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[500,501],"ispot_product_categories":[],"class_list":["post-20827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-ad-insights","tag-cpg-solutions","tag-sports-solutions"],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/20827","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=20827"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/20827\/revisions"}],"predecessor-version":[{"id":27740,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/20827\/revisions\/27740"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/20828"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=20827"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=20827"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=20827"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=20827"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}