Häagen-Dazs® Slows Down the Fastest Film Franchise in 2025 Super Bowl Ad Debut

The commercial, starring Vin Diesel, Michelle Rodriguez and Ludacris, reunites Universal Pictures' Fast & Furious family for a moment of ice cream indulgence.

WALNUT CREEK, Calif., Feb. 3, 2025 /PRNewswire/ -- 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.

"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."

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.

"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."

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 earned media, 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. 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.

About Häagen-Dazs®:
The HÄAGEN-DAZS® trademark is used under license. ©HDIP, Inc.
Häagen-Dazs® was founded by Rose and Reuben Mattus in 1960 on a mission to transform simple flavors and the finest ingredients possible into an extraordinary ice cream experience. True to tradition, the brand is committed to using only high-quality ingredients in crafting the world's first luxury ice cream that can be enjoyed by all. Today, the Häagen-Dazs® brand offers ice cream, sorbet and bars in more than 65 flavors available around the globe. In the US, Häagen-Dazs® operates under Froneri, an ice cream-focused joint venture Nestlé created in 2016 with PAI Partners. In the U.S., Froneri operates as Dreyer's Grand Ice Cream, based out of Walnut Creek, CA.

About the Fast & Furious Saga:
Over the course of eleven films that have stoked passion in an ever-expanding audience and have earned more than $7 billion at the worldwide box office, Universal Pictures' record-smashing, homegrown Fast & Furious Saga has become the studio's most-profitable and longest-running franchise. Across social media platforms, the fan following for the movies and cast has grown into the biggest of any active franchise. On the heels of 2017's The Fate of the Furious, which debuted in theaters as the biggest global opening of all time, the blockbuster franchise has expanded to a multitude of offerings – from toys and video games to an animated series and the successfully launched spin-off franchise, Hobbs & Shaw. The tenth and most recent chapter in the Fast & Furious Saga, Fast X, raced into theaters May 2023.

Fast & Furious Franchise © Universal City Studios LLC. All Rights Reserved.

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SOURCE Häagen-Dazs®