A robotic 3D printer arm creates mayonnaise selfies on burgers in this film for Hellmann's, part of a summer campaign the brand has launched in the U.K.. The wider campaign is based on the idea of "life hacks" -- the online trend which sees people think up simple tricks, skills or shortcuts for everyday life. Hellmann's is releasing on its YouTube page bite sized pieces of "summer hacks" throughout July and August. Some of the films demonstrate ideas that can be created with an empty mayonnaise jar; others, like this Burger Selfie film and one featuring a BBQ that dances to a DJ deck, are "hero" films aimed at capturing the feelgood factor of summer and barbeques. Ogilvy & Mather London developed the campaign, led by Andre Laurentino, global executive creative director for Unilever at the agency.
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