{"id":21960,"date":"2025-02-10T06:18:49","date_gmt":"2025-02-10T06:18:49","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21960"},"modified":"2025-02-10T06:18:51","modified_gmt":"2025-02-10T06:18:51","slug":"how-hellmanns-brought-harry-and-sally-back-together","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21960","title":{"rendered":"How Hellmann\u2019s brought Harry and Sally back together"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">It only took 36 years\u201436 years and one mayo ad\u2014for Harry to reunite with Sally.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Decades after Nora Ephron\u2019s beloved rom-com <em>When Harry Met Sally<\/em> was released, condiment brand Hellmann\u2019s brought Meg Ryan and Billy Crystal together again for its 2025 Super Bowl ad. The 30-second spot, called \u201cWhen Sally Met Hellmann\u2019s,\u201d sent the two lead actors back to Katz\u2019s Delicatessen in New York for the first time since they filmed there in the \u201980s, this time for a somewhat toned-down re-creation of the film\u2019s iconic fake orgasm scene.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">The reunion marks Hellmann\u2019s fifth consecutive year in the Super Bowl and a pivot from past years\u2019 emphasis on food waste prevention. Jessica Grigoriou, SVP of marketing for condiments at Unilever, told us that the marketing team wanted to do something \u201ca bit more unexpected\u201d this year and, knowing that sandwiches are popular during football games, decided to make them the focus.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cWe knew we wanted to be in culture,\u201d Grigoriou said. \u201cWhen we saw this idea, we got that feeling in your gut that there\u2019s something here.\u201d<\/p>\n<p><iframe loading=\"lazy\" title=\"When Sally Met Hellmann&#039;s :30 - Super Bowl Commercial 2025\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/RIXB-7RHjBY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cIt\u2019s one of the most iconic sandwich scenes in movie history,\u201d Susan Golkin, executive creative director at VML, which developed the ad creative, told us. \u201cSo it felt right.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Even if it felt right, getting actors to reprise their roles after 35+ years is no small feat. We spoke with Grigoriou and Golkin about the campaign and how they pulled the reunion off.<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">\u201cI\u2019ll have what she\u2019s having\u201d<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Beginning last September, Grigoriou said it was a full-throttle effort to bring Sally and Harry back together.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cWe knew we could not do this ad if we didn\u2019t have Meg and Billy on board,\u201d Grigoriou said. \u201cThe scene is so beloved, and it\u2019s so iconic [that] if we couldn\u2019t re-create it as authentically as possible, we wouldn\u2019t have done it, and we wouldn\u2019t have pursued it.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Golkin said her team first went to Warner Brothers for approval, then Ryan and Crystal, and then Katz\u2019s. \u201cThere were so many people that had to say, \u2018Yes, yes, yes,\u2019 to quote Meg, along the way,\u201d she said. \u201cIt was nerve-wracking because at any point if one person said no, the whole thing fell apart.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">As that was happening, Grigoriou said her team considered backup ideas that weren\u2019t as talent-dependent, but kept their fingers crossed. \u201cThis idea was by far our favorite and our lead,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">In an interview with People, Crystal said it was the first time he and Ryan had been approached with an offer like this, and Ryan told the magazine that the brand \u201ccame to [them] with just an enormous amount of respect\u2026for the source material and for the characters.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">With the necessary yeses secured, Harry, Sally, and a camera crew reconvened at Katz\u2019s on December 10. There was a script, but Grigoriou said they let Ryan and Crystal improvise a lot of the lines, like Crystal\u2019s \u201cLunch and a show!\u201d remark that shows up in an extended cut of the ad. Being open, she said, allowed them to capture some of the authentic chemistry and banter between the two actors.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9efdcdad-1 iwvSXp inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-59d9816-0 hEwJGY\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cThe minute they sat down at that table, they were Sally and Harry,\u201d Golkin said. \u201cThey took on the character traits and the personas, and they just became those characters.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Details down to the camera pans and angles were based on the original scene, Golkin said, and her team even spoke with director Rob Reiner and used exact lenses that were used to shoot the movie.<\/p>\n<h2 class=\"dist__StyledText-sc-31cb6c8c-8 ekFpgi\">Something old, something new<\/h2>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">For fans of the source material, there were plenty of Easter eggs throughout the campaign. Crystal\u2019s character wears his signature cable-knit sweater at a different point in the movie, but Grigoriou said its popularity prompted the marketing team to incorporate it into the ad and the campaign, sending \u201cHellmann\u2019s cream\u201d sweaters to influencers like Alix Earle and Eloise Dufka. Fans who watched Hellmann\u2019s teaser may have also picked up on Sally\u2019s very particular ordering style. And before the ad dropped, Ryan posted a photo on Instagram that mirrors the final scene in the movie.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">While the ad plays heavily on nostalgia, it was also designed to reach younger people through the surprise Sydney Sweeney cameo at the end, Grigoriou said. Sweeney\u2019s line, \u201cI\u2019ll have what she\u2019s having,\u201d was originally delivered in the movie by Rob Reiner\u2019s mother, Estelle Reiner.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cThere was something really interesting to flip the script and have a younger woman looking upon this couple,\u201d Grigoriou said. \u201cWhen we looked at who this person could be, there\u2019s something we loved about having [it be] this generation\u2019s rom-com star.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Hellmann\u2019s internal research found that 95% of people had seen or at least heard of the original scene from <em>When Harry Met Sally<\/em>, Grigoriou said. Golkin noted that even among Gen Z, the movie is looked at with reverence for its depiction of what they view as the \u201cglory days\u201d of dating.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cI think the beauty of this scene is that it transcends demographics and it transcends age and it transcends generations,\u201d Golkin said. \u201cIt\u2019s either nostalgia [for what] they lived through or nostalgia for what they wish they had lived through.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">The Super Bowl isn\u2019t the end of the campaign for Hellmann\u2019s, and the ad is slated to continue running through May. With Valentine\u2019s Day around the corner, the brand will also host a screening of <em>When Harry Met Sally<\/em> in partnership with Dotdash Meredith and People Magazine, and it will post creator content centered on meet-cutes and asking couples if they can guess each other\u2019s favorite sandwich orders.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">While fans might be pining for a sequel, Golkin said knowing there likely won\u2019t be one made the creative idea more special.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cTo us, this was it. This was the only sequel that we would have,\u201d Golkin said. \u201cWe knew everybody deeply wanted to see [Crystal and Ryan] back together again\u2014and they really seemed to enjoy being back together again.\u201d<\/p>\n<\/div>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><script async src=\"\/\/www.tiktok.com\/embed.js\"><\/script><br \/>\n<br \/>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/02\/07\/hellmann-s-when-harry-met-sally-super-bowl-ad?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It only took 36 years\u201436 years and one mayo ad\u2014for Harry to reunite with Sally. Decades after Nora Ephron\u2019s beloved rom-com When Harry Met Sally was released, condiment brand Hellmann\u2019s brought Meg Ryan and Billy Crystal together again for its 2025 Super Bowl ad. The 30-second spot, called \u201cWhen Sally Met Hellmann\u2019s,\u201d sent the two [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21961,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21960","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Hellmann\u2019s brought Harry and Sally back together | Brandiary<\/title>\n<meta name=\"description\" content=\"It only took 36 years\u201436 years and one mayo ad\u2014for Harry to reunite with Sally.Decades after Nora Ephron\u2019s beloved rom-com When Harry Met Sally was\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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