Advertising

Hefty teams up with John Cena, Havas Chicago again; adds his mom to latest spot

By Haley Velasco | Freelance journalist

July 19, 2017 | 4 min read

Hefty’s back at it with John Cena as their brawny spokesperson. With the return of the “Hefty Hefty Hefty” slogan, the WWE superstar teams up with his mom, Carol Cena, to show that mother knows best when it comes to buying trash bags.

Hefty teams up with John Cena, Havas Chicago again; adds his mom to latest spot

Hefty teams up with John Cena, Havas Chicago again; adds his mom to latest spot

“I couldn’t have asked for a better co-star than my mom,” said John Cena. “She has an amazing sense of humor and is the epitome of a strong woman having raised five boys. Her comedic chops really shine through, and I’m excited for the world to see just how funny she is.”

In the second year with work from Havas Chicago, the first spot called “Mom Knows Best,” Carol Cena tackles a shopper in a grocery store aisle.

She says, “Don’t buy wimpy trash bags. Save money with Hefty.”

John shows up and tries to reason with his mom, while saying that Hefty Ultra Strong is better than other bag options.

“Incorporating John Cena’s mom brings a fresh approach to a campaign that has helped energize and modernize the brand,” said Lisa Smith, vice president of marketing at Hefty, in a statement. “Her performance adds a humorous twist to the ads consumers have enjoyed over the past year. It also helps reinforce the key qualities of the Hefty Ultra Strong line they love, like Arm & Hammer Odor Control and Triple Action technology at an ultra-low price."

In another spot for the campaign, called “Waiting Husbands,” John convinces three women, who are ogling him, that Hefty Ultra Strong is the way to go.

“For this campaign, we knew we wanted to stay true to our original concept, which went away from a typical ‘kitchen-mess’ scenario and used pop culture relevancy to speak to Hefty’s audience,” said Jason Peterson, chairman and CCO of Havas US, in a statement. “We’ve taken classic elements from the brand heritage and brought them to life in an edgier, unconventional way. This time around we used relatable tongue-in-cheek situations, like flirtatious women and John Cena’s real-life mom, to speak to Hefty consumers more authentically.”

The ads will be distributed across T.V., digital and social media platforms.

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