JP Caruso

Creative Director Writer
jpcaruso@jpcaruso.com | +1.952.322.0662
Hellmann’s
She’s back

When Unilever decided to launch a mayonnaise free of cholesterol, research showed that men in their 40s were the ones who suffered the most, since they had to give up eating Hellmann’s. Research also showed it wouldn’t be a stretch to compare the emotion of having Hellmann’s back in their diet, to a long lost love that has returned. See, there’s nothing wrong with research in advertising, when they are done to help the concept, just like there’s nothing wrong with Hellmann’s cholesterol free. S we had a little fun with that. 

This film was aired in Argentina and I was the copywriter on this campaign.