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

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

Hellman's advert copywriting

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:

  • The tone of voice is child-like and curious. What on earth was the first person who ate squid thinking? This advert calls them a ‘visionary,’ for thinking, ‘lunch.’ It’s a lovely sentiment. Or should that be sentinel.
  • There’s a refreshing amount of humour, for a condiment. ‘There’s even a beak in there somewhere.’
  • There is a engaging human quality to the final paragraph. It made me want to be a food pioneer.
  • It tells a story. At first we’re put off, but by being adventurous, we can join the ranks of weirdos and heroes. According to Hellman’s these are the same thing. It’s about more than just squids, it’s about growing up.

Hellman's Ad copy

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.