Nutella scores a free ad in space, thanks to NASA livestream and perfect timing

A jar of Nutella drifted into frame during NASA's Artemis II livestream, turning a zero-gravity moment into an unexpectedly cinematic "product placement" that left the internet amused.

In Short

• Nutella jar floated in zero gravity during NASA's Artemis II livestream
• The jar's smooth float seen as unplanned perfect product placement
• Nutella shared the viral clip, celebrating the unique exposure

A jar of Nutella quite literally found itself in orbit, and in the process, delivered something several social media users are calling the smoothest product placement ever, without even trying.

According to a report by Fox News, this particular sight took place during NASA’s Artemis II mission, when a tub of the chocolate-hazelnut spread drifted into view during a livestream from inside the spacecraft. In zero gravity, the jar floated across the frame, rotating just enough to keep its label clearly visible, almost as if it had been staged.

The clip didn’t just travel through space, but it landed squarely on everyone’s feed, with viewers marvelling at how the jar seemed to float in like it had a cue, hit its mark, and exit like a seasoned actor in a perfectly timed shot.

Nutella leaned into the buzz and shared the clip on their official X account and wrote, “Honoured to have travelled further than any spread in history. Taking spreading smiles to new heights.”

Take a look at the post here:

Under Nutella’s own post, social media users leaned into the moment just as playfully, and turned the comments section into a running thread of disbelief and admiration.

“Proof that we love Nutella to the moon and back!” a user quipped.

Another commented: “Love you Nutella! Aliens and little green men looking up there will be so happy to see Nutella. What is this fabulous stuff?

NASA’s Kennedy Space Center also joined in on the fun, commenting, “Enjoying sweet treats while our Artemis crew takes sweet photos of the Moon!”

The now-famous float-by happened just minutes before the Artemis II crew crossed a major milestone, surpassing the distance record set during the Apollo 13 mission, according to Fox News. Soon after, the crew temporarily lost communication with Earth for about 40 minutes as their spacecraft passed behind the Moon, making them some of the most isolated humans ever during that period.

Once contact was restored, the mission continued with more historic observations, including capturing rare visuals of a solar eclipse from near the Moon, as reported by Fox News.

The crew, comprising Commander Reid Wiseman, pilot Victor Glover, mission specialist Christina Koch, and Jeremy Hansen, is expected to return to Earth after a multi-day journey, with a planned splashdown in the Pacific Ocean.

The astronauts aboard the Artemis II mission were also equipped with iPhones, not for casual use, but as a practical tool for documentation. NASA approved the devices after careful consideration, and they were even seen being secured inside the astronauts’ suits ahead of launch.

While there is no internet or Bluetooth access available in space, the phones are being used to capture photos and videos from inside the Orion capsule, including views through the spacecraft’s windows and of the rocket stage that carried them into orbit.

Rather than entertainment or communication, the iPhones serve as compact, reliable cameras, helping astronauts record key moments of the mission from a uniquely personal perspective.

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