Jo Duncan

Why I love the copywriting in the latest Hellman’s advert

This is just a thing of beauty. Well, the squid isn’t. But it’s the most engaging double page advert I’ve seen all year, and I instantly fell in love with it. Though admittedly, I hate mayonnaise. Hellman’s nailed the copy in this, and here’s why:

OK, I might be reading too much into this, but I loved what this copywriter was trying to do. It’s not exactly original, lots of brands have hopped on the heartfelt, story-telling bandwagon. But for me, the combination of a gross picture, and the childish journey of curiosity and reward, makes this a wonderful piece of work.