Häagen-Dazs is shifting gears for the Super Bowl with an unexpected Fast & Furious reunion—only this time, the high-speed action takes a backseat to indulgence. The ice cream brand’s 30-second spot, Not So Fast, Not So Furious, reimagines the franchise’s adrenaline-fueled world through a more laid-back, ice cream-loving lens.
Set to air in the third quarter, the commercial features Fast & Furious icons Vin Diesel, Michelle Rodriguez, and Ludacris, but instead of high-stakes chases, they’re seen cruising along the coast in a customized Häagen-Dazs convertible Chevelle, savoring the moment with their favorite ice cream. Ludacris, playing Tej Parker, urges Diesel’s Dom Toretto and Rodriguez’s Letty Ortiz to speed up, but Dom simply replies, “Not today,” as Smokey Robinson’s Cruisin’ sets the perfect slow-ride mood. Watch below:
The Creative Vision Behind the Spot
Developed by indie agency nice&frank and directed by Lance Acord (Lost in Translation, Where the Wild Things Are), the ad was designed to subvert expectations. Teaser clips leading up to the reveal suggested a high-octane pursuit, only to pull back into a relaxed, sun-soaked scene.
Nicole LeLacheur, creative director at nice&frank, explained that Häagen-Dazs wanted to introduce a new strategic platform centered around “slowing down and savoring the moment.” The team dubbed it “the slow rebellion,” a direct contrast to the breakneck energy of Super Bowl ads and, of course, the Fast & Furious franchise itself.
To ensure authenticity, Vin Diesel was closely involved, approving the script and embracing the concept. Fast & Furious director Louis Leterrier also consulted on the ad, helping to preserve the franchise’s signature style while seamlessly integrating Häagen-Dazs.
Beyond the Screen: A Fast & Flavorful Experience
To extend the campaign, Häagen-Dazs is launching an experiential road trip leading up to the Super Bowl. Partnering with West Coast Customs, the brand created a custom ‘63 Cadillac convertible with a built-in ice cream freezer, which will take a 1,900-mile road trip from Los Angeles to New Orleans, offering prizes along the way.
Elizabell Marquez, CMO of Dreyer’s, summed up the collaboration, “Pairing up with one of the most iconic franchises in film history was everything we hoped for. The love and admiration between both 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.”
CREDITS:
BRAND: Häagen-Dazs
- Chief Marketing Officer: Elizabell Marquez
- Marketing Director: Rachel Jaiven
- Marketing Manager: Courtney Grant
- Marketing Manager: Alicia Munday
- Brand Manager: Mallory McCarley
AGENCY: nice&frank
- Chief Creative Officer: Laura Petruccelli
- Chief Strategy Officer: Graham North
- President: Tamera Geddes
- Creative Director: Erica Stevens, Nicole LeLacheur
- Creative Director: Nicole LeLacheur
- Creative: Jared Richmond
- Creative: Chelsea Lee
- Experience Designer: Sarah Sweeney
- Designer: Michael Stone
- Communications Director: Drew Forrest
- Strategy Director: Shaza Elsheshtawy
- Strategist: Drew Petereit
- Executive Producer: Olivia Baker
- Executive Producer: Tod Puckett
- Producer: Kenya Agunloye
- Account Director: Ola Abayomi
- Account Director: Patrick Gulliford
- PR: Colin Brown
MEDIA AGENCY: Spark
- President: Steve Birnbaum
- Strategy Director: Jef Eckart
- Strategy Director: Alyson McClure
- Strategist: Camille Moody
- Strategist: Bradley Hargreaves
- Strategist: Nicolas Savini
- Vice President: Abby DeMong
- Executive Director: Rory Manson
- Executive Director: Michael Rigali
- Executive Director: Anna Olla
PRODUCTION COMPANY: Park Pictures US
- Director: Lance Acord
- Executive Producer: Jackie Kelman Bisbee
- Executive Producer: Scott Howard
- Executive Producer: Caroline Kousidonis
- Head of Production: Chelsea Schwiering
- Production Supervisor: Daniel Gonzalez
- 1st AD: Michael Salvan
- Production Designer: Jan Roelfs
PRODUCTION COMPANY: Florence
- Photographer: Pham
- Executive Producer: Jerad Anderson
- Head of Production: Rick Theberge
- Producer: Joey Fitzsimmons
- Coordinator: Brittany Chiodo
- Photography Assistant: Alex De La Hidalga
- Photography Assistant: Alizabeth Bean
- Digital Imaging Technician: Alyson Whitman
- Stylist: Anabelle Cole
- Gaffer: Joey Abreu
- Grip: Glenn Chivens
- Grip: Fabio Dozzini
- Grip: Carolin Schild
- Production Assistant: Donovan Watson
PRODUCTION COMPANY: Amodeo Creative
- Director of Photography: Peter Amodeo Gould
- 1st AC: Ryan MagrishSound: Kevin Chung
- Sound: Lee Cheng
- Executive Producer: Lauren Ebert
VFX: Pariah
- VFX Supervisor: Pat Murphy
- Executive Producer: Michael Steinmann
- Producer: Gladys Bernadac
COLOR: Trafik
- Colorist: Daniel de Vue
- Color Assistant: Ali Soofi
- Color Producer: Geoff Linville
- Head of Production: Greer Bratschie
EDIT: Exile
- Editor: Shane Reid
- Edit Assistant: Juan Steck
- Producer: Sophia Mosner-Koor
- Managing Director: Sasha Hirschfeld
- Executive Producer: Sarah Cassell
AUDIO POST: Mr. Bronx Audio Post
- Sound Mix: David Wolfe
- Executive Producer: Zach Fortin
- Sound Producer: Maggie Norsworthy
- Sound Mix: Michael Artuso
MUSIC: Butter New York
- Chief Creative Officer: Andrew Sherman
- Executive Producer: Renée Massé
- Executive Creative Director: Dan Zank
- Music Producer: Warren Wolfe
- Associate Producer: Becky Mathai
- Music Supervisor: Anneliese Daley
- Music: Ryan Alons
PR: The Door
- Chief Executive Officer: Charlie Dougiello
- Vice President: Kelly Patterson
- Managing Director: Ronde Coletta
- Creative Director: Mark Anderson
- Account Supervisor: Colin Hayes
- Account Executive: Paulina Corcoran
- Account Supervisor: Maya Mesica
For more of Reel 360 News’ Super Bowl coverage, click here.
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