HELLMAN'S: The Big Dollop

The proposition that inspired this work was rock solid: Hellmans makes good food taste great. However, it was the execution of the strategy that made this work so memorable.

As is often said about a certain hotel chain in Vegas, this campaign had "just the right amount of wrong" to make it interesting. We had an overweight guy (aka "the big dollop"), indulging in angry rants about food that wasn't quite as good as it could have been. 

The "Big Dollop" dancing to Sexual Healing with a french fry in hand, which he is double dipping into Hellmans, is just so delightfully wrong. How we ever got this through, I will never know.