# Quirky Athlete-Centric Mayo Campaigns Hellmann's New 'Mayotivations Campaign' Features Will Levis By Debra John | Published 2024-09-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mayotivations-campaign References: [bestfoods](https://www.bestfoods.com/us/en/game-day-dishes.html) & [instagram](https://www.instagram.com/bestfoodsmayonnaise/)  Hellmann’s has introduced its 'Mayotivations Campaign,' featuring Will Levis, a quarterback for the [Tennessee Titans](https://www.trendhunter.com/trends/burly-imperial-ipa) as part of an ongoing collaboration—representing Levis' first television advertisement with Hellmann’s to showcase his distinctive style and appreciation for mayonnaise. The campaign creatively combines elements of football with culinary themes that revolve around mayonnaise, demonstrating how Hellmann’s can enhance game-day dishes; designed to highlight the brand’s versatility and appeal in a lighthearted manner. Featuring a "series of 15-second advertisements, the campaign presents Levis delivering [motivational messages](https://www.trendhunter.com/trends/adidas-you-got-this) that play on both food and football terminology set against a backdrop of scenes inspired by 1980s films," with phrases such as “Mayo dip be creamy and your quarterback…dreamy." This TV campaign will launch on [FOX](https://www.trendhunter.com/trends/foxs-chocolatey-matcha) and CBS in early September. Image Credit: Hellmann's ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 79% | Activity: 78% | Freshness: 28% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Athlete-influenced Marketing:** Collaborating with athletes helps brands amplify their appeal by merging sports culture with everyday products, reaching a broader audience. - **Quirky Advertising Campaigns:** Creative and humorous advertisements are gaining traction, allowing brands to connect with consumers through memorable, lighthearted content. - **Food and Sport Hybrids:** Integrating culinary themes with sports elements provides a unique platform for brands to promote versatility and engage audiences in new ways. ### Who This Affects Most - **Food and Beverage:** The sector leverages playful and innovative marketing strategies to highlight product versatility and create memorable consumer experiences. - **Sports Marketing:** Brands collaborate with athletes to create compelling, sports-themed campaigns that resonate with fans and enhance brand visibility. - **Television Advertising:** The medium benefits from engaging and creative campaigns that can captivate audiences through short, impactful advertisements. ## Related on Trend Hunter - [Tailgate-Inspired RVs](https://www.trendhunter.com/trends/tailgate-inspired-rv.md) - [Condiment Marketing Campaigns](https://www.trendhunter.com/trends/condiment-marketing-campaign.md) - [Mayo-Inspired Fragrances](https://www.trendhunter.com/trends/will-levis-no-8.md) - [Flavor-Packed Gameday Activations](https://www.trendhunter.com/trends/hellmanns-field-goal-challenge.md) - [Inspiring Leftover Ads](https://www.trendhunter.com/trends/hellmanns-mayo-cat.md) - [Cheeky Celeb-Inspired Fictional Characters](https://www.trendhunter.com/trends/meal-diamond.md) - [Mayo-Inspired Denim Capsules](https://www.trendhunter.com/trends/house-of-hellmann.md) - [Mayonnaise Pairing Ads](https://www.trendhunter.com/trends/hellmanns-big-game.md) - [Tongue-In-Cheek Grilling Ads](https://www.trendhunter.com/trends/may0-petition.md)