Häagen-Dazs is shifting gears in a big way! For the first time ever, the premium ice cream brand is hitting the Super Bowl ad scene—and it’s bringing some serious star power. Teaming up with Fast & Furious icons Vin Diesel, Michelle Rodriguez, and Ludacris, Häagen-Dazs is proving that even the fastest crew in Hollywood knows when to slow down and savor the moment. The 30-second commercial, set to air during the third quarter of Super Bowl LIX, blends blockbuster adrenaline with the indulgence of Häagen-Dazs ice cream.
Not so fast, not so furious
- Super Bowl Debut – Häagen-Dazs enters the big game spotlight for the first time.
- A-List Cast – Featuring Fast & Furious stars Vin Diesel, Michelle Rodriguez, and Ludacris.
- Unexpected Twist – The high-speed crew takes a break… for ice cream!
- Hollywood-Level Production – Directed by Lance Acord with consultation from Fast & Furious director Louis Leterrier.
- Sweet Brand Message – Encouraging fans to slow down and enjoy life’s simple pleasures.
A new kind of fast
Häagen-Dazs is known for its rich, creamy texture and deep flavors—the kind of ice cream you don’t just eat, but experience. The ad, cleverly titled Not So Fast, Not So Furious, leans into this idea, showing the franchise’s adrenaline-fueled characters pausing for a rare moment of indulgence. Dom (Vin Diesel) and Letty (Michelle Rodriguez) take a break from their usual high-speed antics, savoring every bite of their Häagen-Dazs bars. Meanwhile, Tej (Ludacris) humorously calls them out for ditching the need for speed.
Ice Cream road trip
To keep the excitement rolling, Häagen-Dazs is taking the campaign beyond the Super Bowl screen. A custom ‘63 Cadillac convertible, designed in collaboration with West Coast Customs and equipped with an ice cream freezer, will embark on a cross-country road trip. The car will travel from Fast & Furious’s home base in Los Angeles all the way to New Orleans for the big game, offering ice cream giveaways and exclusive prizes to fans who follow along.
Supercharged sweetness
Häagen mindset:
- Blending Nostalgia & Pop Culture – Fast & Furious is one of the most beloved film franchises, making this pairing instantly recognizable and fun.
- Appealing to a Younger Audience – The action-packed yet playful ad helps Häagen-Dazs connect with a new generation of fans.
- Leveraging a Major Moment – The Super Bowl is one of the biggest snacking occasions of the year—what better time to showcase indulgent treats?
Häagen-Dazs’ Super Bowl debut isn’t just about ice cream—it’s a strategic marketing play. With the ice cream market growing increasingly competitive, tapping into cultural moments helps keep the brand relevant. By leveraging nostalgia, celebrity endorsements, and humor, Häagen-Dazs aligns itself with a modern audience that values both quality and entertainment.
Fast and delicious
This campaign marks a shift in how food brands approach advertising. The blend of social media buzz, celebrity partnerships, and experiential marketing (like the Fast & Furious road trip) ensures that Häagen-Dazs remains in the conversation long after the Super Bowl ends. As more brands explore interactive and immersive campaigns, similar strategies are likely to be adopted industry-wide.
With this Super Bowl debut, Häagen-Dazs is setting the stage for more bold marketing moves. If this campaign is any indicator, the brand is ready to keep making waves—and maybe even more unexpected collaborations in the future.
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