The campaign continues the brand’s partnership with the quarterback who put mayonnaise in coffee.

Tennessee Titans quarterback Will Levis went viral on TikTok last year for putting mayonnaise in his coffee. It turned out to be a joke, but now the football star is taking his enthusiasm for the condiment further by helping Hellmann’s launch the first mayo-inspired fragrance.

The Unilever brand debuted a fragrance called Will Levis No. 8 with a film from agency Edelman and Emmy Award-winning The Queen’s Gambit cinematographer Steven Meizler. Drawing on classic fragrance marketing tropes, the ad shows Lewis running barefoot in a flowy shirt through fog and thunderclaps and staring soulfully at the camera.

He eats mayo straight out of the jar and on a slice of bread as he offers the chance to “smell like greatness” with the Parfum de Mayonnaise.

“Will Levis No. 8 brings mayonnaise to the forefront of football in a way that’s unexpected yet exciting,” Unilever head of marketing, dressing, North America Chris Symmes told ADWEEK.

The fragrance uses creamy notes and coffee undertones to pay tribute to Levis’ strange pairing, which inspired Hellmann’s to offer him a lifetime supply of mayo last year. The collaboration with Levis was Hellmann’s first athlete endorsement deal.

“[Levis] is as passionate about Hellmann’s as he is about football. And what better way to pay that off than with an iconic scent,” said Edelman global creative director Andrew Simon. “Now, not only is Levis a key figure in the league, but also a key figure in condiment culture.”

Hellmann’s will sell Will Levis No. 8 through Shopify.

Symmes said he hopes the campaign will receive the same level of news coverage and social media buzz as the brand’s previous collaboration with Levis, which was mentioned on The Stephen A. Smith Show and Thursday Night Football.

The campaign will be supported by an out-of-home takeover in Nashville, Tenn.

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