Hellmann’s post-Super Bowl playbook now includes shoppable CTV ads
By Sam Bradley
Brands often plan to extend their Super Bowl activity beyond game day, the better to maximize their time in the spotlight and the star power of celebrity talent.
In the past, an advertiser might have accomplished that by running cut-down versions of its Big Game spot on linear and digital channels. In 2025, that strategy now includes shoppable CTV ad units.
Unilever’s mayonnaise brand Hellmann’s grabbed headlines and industry attention when it brought back Meg Ryan and Billy Crystal for an ad referencing their classic romcom When Harry Met Sally.
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Source:: Digiday
