Hellmann’s recently teased that it would be bringing a hot new mystery act dubbed Meal Diamond to Super Bowl 60. Now the man behind the sequins has been revealed as Lonely Island frontman and SNL alum Andy Samberg.
The comedian and actor channels his inner Neil Diamond in the brand’s 30-second Big Game commercial, “Sweet Sandwich Time.”
Like Hellmann’s 2025 Super Bowl spot, the ad is set in a deli and sees Samberg adapt the lyrics to Diamond’s 1969 hit “Sweet Caroline,” startling diners — including actor Elle Fanning — with a high-energy performance dedicated to his pre-show ritual: eating a sandwich made with Hellmann’s mayonnaise.
“I’ve long been known as a great lover of all things sandwich,” said Samberg, who helped write the lyrics for the ad, in a statement.
He added: “One could almost say it’s been my life’s great calling. So, when I was asked to take part in singing the sandwich gospel atop the highest peak of all monoculture, there was but one answer, and that answer was a simple, ‘Yes, I will do that with aplomb and joy upon this glorious day, and yes, please and thank you, and all praise to Neil Diamond.”
The ad was created by VML, WPP Unite, and Edelman, and directed by Tom Kuntz, who is famous for reinvigorating Old Spice through the iconic “The Man Your Man Could Smell Like” 2010 Super Bowl campaign.
Meal Diamond’s Time to Shine
The hero ad will be supported by creative across Hellmann’s social media platforms.
Hellmann’s is further spreading “Sweet Sandwich Time” beyond the screen with a trio of fan-facing activations.
The Unilever-owned brand has teamed up with Jimmy John’s on a limited-time Meal Diamond Deal, featuring a ham-and-cheese melt. It’s also taking the song to the streets with a one-day “Sing for a Sandwich” karaoke truck in New York, where fans can belt out the tune in exchange for a free meal.
For those at home, a shoppable karaoke experience with Amazon Fire TV will invite viewers to sing along from their sofa and unlock instant Hellmann’s discounts, whether they’re vocally gifted or not.
As part of its ongoing commitment to reducing food waste, Hellmann’s has also partnered with Food Recovery Network for the Big Game in San Francisco’s Bay Area to recover and redistribute surplus food to local charities and individuals.
