More than 20 years after their unforgettable audition, the cult favourites reunite for Hellmann’s ‘Eggs-Factor’ – and fans are calling it the comeback they never knew they needed.
More than two decades after their unforgettable X Factor audition became part of British pop culture, Ant & Seb are back – and this time they’ve brought Honey G with them.
The unlikely trio have reunited for Hellmann’s’ new Eggs-Factor campaign, a playful talent show inspired by Britain’s love of summer singalongs. Within hours of launching, the video was attracting thousands of reactions across TikTok and Instagram as fans celebrated the return of some of reality TV’s most memorable contestants.
Social media quickly filled with comments including: “Beyond iconic,” “You don’t understand how much this means to me,” and “This is going viral ‘cos you’ve got the ICONS Ant & Seb!” Others praised the campaign itself, with one viewer calling it “probably the best ad ever,” while another joked: “Hellmann’s assembled the Avengers.”
The film sees Ant & Seb return to the audition room where it all began, this time joined by rapper Honey G as they compete alongside opera singers, pub performers, rappers and sandwich lovers in a tongue-in-cheek search for the next voice of Sweet Sandwich Time. Complete with oversized blue buzzers, over-the-top auditions and plenty of throwback moments, it celebrates the TV moments that continue to live on through memes and social media.
The campaign also taps into Britain’s love of Sweet Caroline. Research commissioned by Hellmann’s found that 46% of Brits consider the Neil Diamond anthem the nation’s favourite sporting singalong, with the song now synonymous with football matches, festivals, pub gardens and summer celebrations.
Speaking about the reunion, Ant & Seb said: “Walking back into the audition room all these years later was surreal. We couldn’t believe people still remembered us.
“Everyone keeps saying we haven’t aged a day. Coming back for The Eggs-Factor was brilliant fun and we loved every minute of it. Turns out no judge could stop our comeback this time. All it took was a jar of Hellmann’s – now come on, move ya mayo!”
Honey G added: “Clock it, Hellmann’s! Slay, Honey G style. It’s sandwich time.”
Claire Racklyeft, Condiments Director UKI at Unilever, said: “Some songs are impossible not to sing along to. Some sandwiches are impossible not to take another bite of. We thought it was about time the two came together.
“The Eggs-Factor celebrates the moments that stay with us, from unforgettable TV auditions to Britain’s favourite sandwich. And if people find themselves singing Sweet Sandwich Time every time they reach for the mayo… we won’t be complaining.”
The film is part of Hellmann’s wider Sweet Sandwich Time platform, celebrating the idea that Hellmann’s mayonnaise makes every sandwich taste “so good, so good, so good.”
Judging by the response online, the reunion has struck exactly the right nostalgic note. As one fan summed it up: “I didn’t know I needed this.”