We can’t say we had Vin Diesel and Michelle Rodriguez eating ice cream on our ads of 2025 bingo card. But ice cream pioneer Häagen-Dazs is out to change that with their first-ever Super Bowl commercial. The full spot is set to premiere this Sunday during the third quarter of Super Bowl LIX.
Häagen-Dazs’ Ad
After exhaustively collecting consumer insights Häagen-Dazs deduced that their frozen treat is best enjoyed slowly. (Their data was confirmed by every kid with a brain freeze). So the company’s new campaign wants consumers to “slow down” and enjoy sweet moments in an increasingly fast-paced world. And who better to represent that than the speed racers of the “Fast & Furious” franchise?
Häagen-Dazs just released a 15-second teaser for the 30-second ad showing Dominic “Dom” Toretto (Diesel) and Letty Ortiz (Rodriguez) driving along enjoying some ice cream. As the pair drive uncharacteristically slow, they are passed by Tej Parker (Ludacris) who calls them out for taking their sweet time on the road. Right before the text “Not So Fast, Not So Furious” appears on the screen.
“Teaming up with Häagen-Dazs was a once in a lifetime opportunity to bring together my Fast & Furious family over delicious ice cream,” said Ludacris. “I’m truly excited to remind audiences to savor each ice cream moment and slow down the fast life with Häagen-Dazs.”
But the stars’ appearances aren’t the only nod to the franchise. It was shot in November along the Pacific Coast Highway, a quintessential location in the series. The ad is directed by Award-winning cinematographer/ director Lance Acord, with “Fast & Furious” director Louis Leterrier consulting.
“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.”
But Wait There’s More
If teaming up with one of the biggest franchises of the past few decades wasn’t enough, the slow down campaign is coming into the real world. Häagen-Dazs will be bringing a custom ’63 Cadillac convertible, crafted in partnership with West Coast Customs. What makes it custom you ask? Well, the freezer trunk stocked with ice cream, of course!
The high-calorie Cadillac is making a 900-mile road trip from the home of “Fast & Furious” (Los Angeles) to the Super Bowl (New Orleans).
“My mother introduced me to Häagen-Dazs when I was a teenager, coffee was her favorite. I can still remember rewarding myself after an audition as a young actor,” said Vin Diesel. “Just recently I organically posted after a script meeting with Michelle, and what were we doing… Enjoying Häagen-Dazs! A brand with roots in the South Bronx, that has grown into a global pastime, feels meaningful because it’s been part of my story for so long. It’s more than just ice cream, it’s memories.”
You can check out the teaser trailer of the full trailer below:
