This allowed Hellman’s to be present throughout the episode, with comical contributions from the show writers themselves, and so much integration with the content that the joke recurred during the entire episode and even in the episode’s name.

Over 7 minutes of airtime and spontaneous message retention of 21% (*Data Folha research), a great repercussion in the audience, press, television, and advertising comunity. And it was all because of the mayonnaise!