Pete Davidson Goes Hamm and Brie in Hellmann’s Super Bowl Ad

After teasing a meals waste-related spot with Brie Larson and Jon Hamm, Hellmann’s revealed a plot twist with its full Tremendous Bowl advert this morning—the 2 actors are caught inside comic Pete Davidson’s fridge.

After taking inventory of his leftovers, the previous Saturday Night time Dwell forged member makes use of the actors-as-ingredients to make a ham and cheese panini, moistened with Hellmann’s mayonnaise.

That is Hellmann’s third consecutive Massive Sport look, all of which have been a part of its “Make Style, Not Waste” marketing campaign towards meals waste. Davidson additionally appeared in final yr’s advert, surviving a brutal tackle by soccer participant Jerod Mayo.

In 2020, Amy Schumer performed the position of “Fairy Godmayo,” through which she magically turned a mishmash of leftovers into a variety of Massive Sport-worthy snacks utilizing a magic wand, fairy wings and, in fact, Hellmann’s. That advert marked the model’s first look within the Tremendous Bowl and kicked off “Make Style, Not Waste.”

This yr’s punny spot, which can air within the second quarter, expands its forged of A-listers with Hamm and Larson. The recipe for Davidson’s ham and cheese panini is one which Hellmann’s affords on its web site as inspiration to curb family meals waste.

“Throughout a prime cultural second just like the Massive Sport when thousands and thousands of persons are tuned in, Hellmann’s has a possibility and accountability to lift consciousness concerning the difficulty of meals waste and present individuals how they’ll do extra with what’s of their fridge,” Ben Criminal, vp and basic supervisor of dressings and condiments at Unilever, stated in an announcement.

“Partnering with Jon Hamm and Brie Larson to convey this message to life in our spot, we hope we’ll seize individuals’s consideration, encourage them to assume in another way about meals and encourage impactful habits modifications,” Criminal added.

For Hellmann’s, the problem of meals waste is a cost-effective one—a very prescient message amid inflationary pressures and cost-of-living issues—along with a social difficulty and climate-related concern.

People throw away roughly 40 million tons of meals annually. That’s greater than some other nation, and accounts for 30-40% of the general U.S. meals provide, in line with a examine by waste administration firm Recycle Observe Techniques. On the identical time, 34 million people in the U.S. are food insecure, in line with nonprofit Feeding America.

Wasted meals additionally signifies that all the facility that went into creating it—which generates carbon emissions at every flip—can also be wasted. Then, when meals waste finally ends up rotting in landfill, it creates methane—a greenhouse fuel that has greater than 80 occasions the warming energy in comparison with carbon dioxide. Meals waste is accountable for 8% of global greenhouse gas emissions, in line with the EPA.

To assist its advertising and marketing claims that Hellmann’s can help People in repurposing leftovers, and subsequently avoiding meals waste, the model ran a four-week pilot program in 2021 referred to as “Fridge Night time.” The venture educated individuals on the issue of meals waste whereas offering recipes and inspiration. It resulted in a 46% discount in thrown away meals in collaborating houses, in line with Hellmann’s.

The Unilever-owned model, which sells mustard and different condiments along with mayonnaise, has labored with Wunderman Thompson on all of its Massive Sport spots, together with this one.

For the most recent Tremendous Bowl 57 promoting information—who’s in, who’s out, teasers, full advertisements and extra—try Adweek’s Super Bowl 2023 Ad Tracker and the remainder of our stories here. And be a part of us on the night of Feb. 12 for one of the best in-game protection of the commercials.