Häagen-Dazs is slowing down for the Super Bowl with a unique commercial featuring Vin Diesel, Michelle Rodriguez, and Ludacris from the popular "Fast & Furious" franchise.
The 30-second spot, set to air in the third quarter of the Big Game, highlights the brand’s new “slow rebellion” campaign, offering a surprising twist on high-speed thrills.
The ad, created by New York-based agency nice&frank and directed by Lance Acord, features the iconic "Fast & Furious" characters cruising in a custom Häagen-Dazs Chevelle.
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Rather than the typical high-speed action, the stars take a slow, relaxing drive, embodying the brand’s message to “slow down and savor the moment.”
In a statement exclusive to DesignRush, Laura Petruccelli, co-founder and chief creative officer of nice&frank, reflected on the agency’s experience working with the Fast & Furious franchise.
“We created a tight team of creative experts that had deep history with the series, as well as fresh perspectives to take a new twist on the beloved blockbusters. The trust we built with Vin and his team allowed us to move quickly and keep creative excellence at the core of the spot.”
Diesel, who was initially hesitant about doing ads, embraced the concept after connecting with its creative vision.
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In the lead-up to Game Day, Häagen-Dazs is also launching an experiential campaign, including a 1,900-mile road trip in a branded Cadillac convertible.
Fans can participate in the journey, with prizes available along the way.
The collaboration reflects Häagen-Dazs’ broader strategic shift to position itself as the brand that encourages slow indulgence to enjoy life’s simple pleasures.
And by leveraging the popularity of the "Fast & Furious" name, the campaign adds a playful juxtaposition of speed versus relaxation, tapping into the growing trend of blending film and advertising to create fun, immersive brand experiences.
This approach not only reinforces brand identity but also deepens consumer engagement by transforming passive viewers into active participants.
Through the integration of digital touchpoints and real-world interactions, Häagen-Dazs further amplifies its reach while creating memorable, shareable moments that drive long-term brand affinity.
'Not So Fast, Not So Furious'
The ad opens with Diesel and Rodriguez speeding down the road in a red car, as she glances over her shoulder to see who might be chasing them.
Suddenly, she pulls out a Häagen-Dazs Vanilla Milk Chocolate Almond bar and takes a bite, savoring the moment.
Diesel watches her with a fond, almost amused expression, as the mood shifts and Smokey Robinson's "Cruisin'" starts playing on the radio.
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Their pace slows as they continue enjoying the ice cream when Ludacris pulls up beside them and asks, “What happened to the fast life?”
Diesel, unfazed, simply replies, “Not today.”
Ludacris speeds ahead in disbelief, while Diesel and Rodriguez continue their leisurely cruise, embracing the moment.
The spot ends with the message: “Not so fast, not so furious” and the brand logo shows up on screen.
Häagen-Dazs recently released two teaser films for its highly anticipated Super Bowl debut, offering a glimpse of the action-packed surprises ahead.