Tennessee Titans quarterback Will Levis, who went viral last year for his unconventional habit of putting mayonnaise in his coffee, has taken his love for the condiment to a whole new level. In a unique collaboration with Hellmann’s, Levis is helping launch the brand’s first mayo-inspired fragrance, Will Levis No. 8.
The Campaign and Creative Direction
The campaign, created by agency Edelman and directed by Emmy Award-winning cinematographer Steven Meizler (The Queen’s Gambit), features a humorous and dramatic film that draws on classic fragrance marketing tropes. In the ad, Levis is shown running barefoot in a flowy shirt through fog and thunderclaps, all while staring soulfully at the camera—perfectly capturing the essence of his insatiable appetite for Hellmann’s mayonnaise, now encapsulated as a fragrance.
The Viral Sensation
Levis first caught the internet’s attention when he jokingly posted a video on TikTok of himself putting mayonnaise in his coffee. The clip went viral, cementing his association with the condiment. As a result, Hellmann’s offered him a lifetime supply of mayonnaise, a partnership that has now evolved into this creative and unexpected fragrance campaign.
Will Levis and Hellmann’s Partnership
This collaboration marks a playful and innovative step for Hellmann’s, tapping into Levis’ viral moment to create a memorable and engaging campaign. The Will Levis No. 8 fragrance not only showcases the quarterback’s fun and quirky personality but also reinforces Hellmann’s position as a brand willing to think outside the box.
This campaign is a prime example of how brands can leverage viral moments and cultural trends to create unique and entertaining marketing initiatives.
