British celebrities including Chris Eubank, Kim and Aggy, Diarmuid Gavin and Malcolm McLaren all feature in Lowe London's new ad for Hellmann's. The 30-second TV spot, "cheese and tomato", shows the celebrities in an impassioned debate about the best way to make a cheese and tomato sandwich. The camera cuts quickly between people, as the debate ranges from the thickness of the bread, the texture of cheese, the type of tomato, and whether it's better to cut sandwiches into triangles or squares. Despite different preferences, everyone is in agreement that Hellmann's is the best mayonnaise. The spot ends with voiceover: "You create the sandwich. Hellmann's makes it."