From Rom-Com to Mayo-Com: Decoding Hellmann’s Super Bowl Play
Overall Score
48.7/100
Highest Focus
The ad achieved its highest focus score of 86.49 at the 57-second mark, when the Hellmann’s Mayo bottle was prominently placed at the end, marking the peak moment of audience engagement.
Lowest Focus
The focus score hit its lowest point at 33.75 at the 1-second mark, as the wide camera angle captured multiple characters at once, causing a loss of visual focus and making it harder for viewers to immediately engage with the commercial.
Highest Clarity
Clarity peaked at 66.08 at the 12-second mark, when Meg Ryan took a bite of her sandwich, her expression subtly suggesting that something was missing.
Lowest Clarity
Clarity dropped to its lowest point of 52.2 at the 10-second mark, as the rapid camera shift between two angles momentarily disrupted visual coherence.
Highest Attention
Viewer attention peaked at 77.28 at the 18-second mark when Meg Ryan sighed in response to a question about her sandwich, teasing that something was missing—but refusing to reveal what.
Lowest Attention
Attention dropped to its lowest point (16.35) at the 57-second mark, when the CTA appeared alongside a static Hellmann’s Mayo bottle. The lack of movement in this scene led to a dip in engagement, causing viewers' attention to wane.
Summary
Hellmann’s Super Bowl ad blends nostalgia and humor, reuniting Meg Ryan and Billy Crystal to recreate the When Harry Met Sally diner scene—this time, with a turkey sandwich stealing the spotlight. A dramatic squeeze of Hellmann’s mayo triggers a deli-wide reaction, leading to Sydney Sweeney delivering the legendary line: “I’ll have what she’s having.” The ad’s highest focus score (86.49) came during this iconic moment, while clarity peaked at 66.08 due to strong storytelling. However, attention dipped to 16.35 when the brand elements lingered too long, and a low percentage seen (31.36%) suggests some drop-off before the payoff. Despite this, the campaign cleverly celebrates the film’s 35th anniversary while reinforcing Hellmann’s as a sandwich essential.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Increase Early Engagement: With a low percentage seen (31.36%), many viewers dropped off before the iconic punchline. A stronger hook in the first few seconds—perhaps a teaser or quicker buildup—could help retain attention
