Häagen-Dazs is taking a humorous approach to its first-ever Super Bowl commercial by parodying the Fast & Furious franchise.
Titled “Not So Fast, Not So Furious,” the 30-second spot features Dominic “Dom” Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) embracing a rare slow moment—savoring Häagen-Dazs ice cream.
Set to Smokey Robinson’s classic song “Cruisin’,” spot emphasizes the idea of taking a break to fully enjoy each bite. Tej Parker (Ludacris) also appears, none too amused, calling out his once fast-paced crew for taking their time with dessert.
Ahead of the Super Bowl, two 15-second teaser ads set the stage, recreating the high-speed action of the franchise while building anticipation for the full commercial.
The 30-second spot below is scheduled to air during the third quarter of Super Bowl LIX.
“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.”
The commercial was filmed in November along the Pacific Coast Highway, a well-known Fast & Furious filming location. Directed by award-winning cinematographer and film director Lance Acord, with franchise director Louis Leterrier consulting, the ad aims to maintain the authenticity of the Fast & Furious universe.
“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.”
Vin Diesel also shared a personal connection with the brand:
“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 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 Häagen-Dazs’ new agency of record, nice&frank, in collaboration with Park Pictures, LLC.
Additional support came from The Door, handling commercial talent procurement and earned media, and Spark Foundry, overseeing paid media across the Dreyer’s Grand Ice Cream portfolio.
The campaign was filmed in Los Angeles, with the brand and its partners contributing to Habitat for Humanity of Greater Los Angeles and its ReBuild LA restoration efforts.
