Hellmann’s, the irresistible taste of the NBA
Now in its third year as “The Irresistible Taste of the NBA” in Brazil, Hellmann’s continues its marketing partnership with the league by launching four new campaign films for the 2025 season. These playful spots show how the brand bridges Brazilian basketball fans with the NBA—celebrating the connection between food, sports, and fandom by bringing players and fans from the court straight into the living rooms of those watching the games.
The storyline across the films highlights the seamless connection between the NBA broadcast and fans enjoying their snacks at home with Hellmann’s. The brand’s unmatched creaminess and irresistible flavor become part of the game-watching experience with friends. To bring the Brazilian audience even closer to NBA culture, the creative flips the script and breaks the "fourth wall"—that imaginary barrier between the screen and the audience—by having players and fans cross into the real world and interact directly with viewers.
In a fun twist, players and fans step off the screen, lured by the delicious snacks, and join the spectators to enjoy the full lineup of Hellmann’s sauces. The campaign also features eight signature flavors, each linked to an NBA team—or the league itself—through limited-edition packaging that further strengthens the bond with basketball fans.
