[Walnut Creek, CA, February 4, 2025] – Today marks a historic moment for Häagen-Dazs® as the brand reveals its first-ever Super Bowl commercial, set to premiere this Sunday during the third quarter of Super Bowl LIX. After a careful and intentional rebrand over the past four years, Häagen-Dazs® selected the 2025 Super Bowl, one of the largest snacking occasions of the year, as the perfect time and place to showcase the evolution that has propelled the brand to category leader.
Born from the consumer insight that Häagen-Dazs® ice cream is best enjoyed slowly thanks to the unmatched flavor and creamy texture of each bite, the campaign celebrates the need for “slow down” moments in an increasingly fast-paced world. The 30-second commercial meaningfully and authentically slows down the Fast & Furious family through a cherished moment of ice cream indulgence, as proof of the power of this brand promise.
Similar to a film release, the campaign kicks off with two 15-second teasers. The teasers both serve to recreate Universal Pictures’ Fast & Furious world of car chases, speed, and intrigue, as the audience wonders what the beloved crew might be up to this time. The teasers, intended to drive online speculation among fans, each embody the adrenaline rush of the blockbuster franchise that sets up the main 30-second Häagen-Dazs® “Not So Fast, Not So Furious” spot.
The storyline culminates at the Super Bowl, where Dominic “Dom” Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) embrace a moment of slow — a moment that only Häagen-Dazs® is worthy of delivering. Even Tej Parker (Ludacris) makes an unexpected appearance where he calls out his fast crew for taking their time with a Häagen-Dazs® in hand.
As a brand that always delivers unmatched quality, Häagen-Dazs® went to great lengths to ensure the campaign stayed true to the Fast & Furious Saga. The commercial, which features some of the film’s quintessential cast and vehicles, was shot in November on the Pacific Coast Highway, which is a famous Fast & Furious film location.
Award-winning cinematographer and film director Lance Acord directed the spot and equally established Fast & Furious director, Louis Leterrier, was a consultant on the project. The duo worked in tandem to ensure each scene felt like a natural extension of the franchise and upheld the integrity of the evolving plots.
“What a ride!” said Elizabell Marquez, Chief Marketing Officer at Dreyer’s. “Getting to pair up with one of the most notable franchises and talent in film history was everything we were looking for. The mutual love and admiration between both of our brands made this a brilliant idea from day one. We invite fans to help bring our Vanilla Milk Chocolate Almond Bar to America’s biggest day in sports.”
This commercial signifies the launch of a new campaign direction showcased through the Fast & Furious franchise’s Vin Diesel, Michelle Rodriguez and Ludacris slowing down with Häagen-Dazs®. To continue the slow ride, Häagen-Dazs® is bringing a 360 campaign to life: A custom ‘63 Cadillac convertible, crafted in partnership with West Coast Customs and featuring an ice cream freezer trunk stocked with Häagen-Dazs®, is making the nineteen-hundred mile road trip from the home of Fast & Furious (Los Angeles) all the way to the Super Bowl (New Orleans), with prizes available to those who follow along.
The commercial was developed by a new agency of record and independent shop, nice&frank, who led the creative vision from inception through execution alongside Park Pictures, LLC. Assisting in the campaign development are existing agency partners, The Door, who had the lead role in commercial talent procurement and Spark Foundry, who manages paid media across the Dreyer’s Grand Ice Cream portfolio. Filmed with love in Los Angeles, the brand and its partners will help Habitat for Humanity of Greater Los Angeles (Habitat LA) and its ReBuild LA™ restoration efforts.
To view each trailer, full spot and all the game day action, follow Häagen-Dazs® on YouTube Instagram, and TikTok and. For more information about Häagen-Dazs® and its lineup of ice cream snacks and novelties, please visit https://www.icecream.com/us/en/brands/haagen-dazs/about/thats-dazs.
