Sit back and chill with Häagen-Dazs Super Bowl spot

Häagen-Daz

For the first time in its 60-year history, Häagen-Dazs is stepping onto the biggest advertising stage in the world—the Super Bowl. The premium ice cream brand has officially secured national air time during Super Bowl LIX in 2025, marking a significant milestone in its ongoing evolution.

The move comes as a testament to the success of Häagen-Dazs’ “That’s Dazs” campaign, launched five years ago to attract a younger generation of ice cream lovers. Now the number one ice cream brand in America—found in 25% of U.S. households—the company is looking to cement its cultural relevance with a commercial set to air during the most-watched sporting event of the year.

To make the Super Bowl debut a success, the brand tapped San Francisco-based nice&frank as its new creative agency partner. The agency will develop and produce the brand’s campaign for the Super Bowl and beyond, helping to expand Häagen-Dazs’ presence at key cultural moments throughout the year.

“We love finding partners who care deeply about what they do and the people they do it with, which couldn’t be more true for the team at Häagen-Dazs,” said Laura Petruccelli, Chief Creative Officer and co-founder of nice&frank. “You need a deep sense of trust for brave ideas to happen, which is something we want on any creative project and particularly for a stage like the Super Bowl.”

Häagen-Dazs has already begun building anticipation for its debut with two teaser films, ‘Engines On’ and ‘The Heist,’ both directed by Lance Acord of Park Pictures.

In “Engines On” a Chevrolet SS Chevelle is the centerpiece. Looking like it just left a shoot for The Fast and Furious, the ride sits on Los Angeles’ 1st Street Bridge as its headlights turn dramatically on. A Häagen-Dazs number plate hinting at the Super Bowl date, February 9th. Watch below:

In the second teaser, “The Heist,” we are part of a high-speed chase between a Chevrolet SS Chevelle, a Plymouth Belvedere, and a Häagen-Dazs delivery truck. The spot teases the tagline “The chase is on,” leaving viewers wondering who might be behind the wheel.



“This is a momentous occasion for the brand and an iconic cultural moment that brings us together through food,” said Rachel Jaiven, Head of Häagen-Dazs Marketing. “We’re proud to be a part of the Super Bowl for the first time and shine a new light on our indulgent and growing portfolio.”

With its first-ever Super Bowl ad on the horizon, Häagen-Dazs is making a bold play for a wider audience, blending its tradition of indulgence with a fresh, modern approach to storytelling.

CREDITS:

BRAND: Häagen-Dazs

  • Chief Marketing Officer: Elizabell Marquez
  • Marketing Director: Rachel Jaiven
  • Marketing Manager: Courtney Grant, Alicia Munday
  • Brand Manager: Mallory McCarley

AGENCY: nice&frank

  • Chief Creative Officer: Laura Petruccelli
  • Chief Strategy Officer: Graham North
  • President: Tamera Geddes
  • Creative Directors: Erica Stevens, Nicole LeLacheur
  • Creatives: Jared Richmond, Chelsea Lee
  • Experience Designer: Sarah Sweeney
  • Designer: Michael Stone
  • Communications Director: Drew Forrest
  • Strategy Director: Shaza Elsheshtawy
  • Strategist: Drew Petereit
  • Executive Producers: Olivia Baker, Tod Puckett
  • Producer: Kenya Agunloye
  • Account Directors: Ola Abayomi, Patrick Gulliford
  • PR: Colin Brown

MEDIA: Spark

  • President: Steve Birnbaum
  • Strategy Directors: Jef Eckart, Alyson McClure
  • Strategists: Camille Moody, Bradley Hargreaves, Nicolas Savini
  • Vice President: Abby DeMong
  • Executive Directors: Rory Manson, Michael Rigali, Anna Olla

PRODUCTION COMPANY: Park Pictures US

  • Director: Lance Acord
  • Executive Producers: Jackie Kelman Bisbee, Scott Howard, 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 Assistants: Alex De La Hidalga, Alizabeth Bean
  • Digital Imaging Technician: Alyson Whitman
  • Stylist: Anabelle Cole
  • Gaffer: Joey Abreu
  • Grips: Glenn Chivens, Fabio Dozzini, Carolin Schild
  • Production Assistant: Donovan Watson

PRODUCTION COMPANY: Amodeo Creative

  • Director of Photography: Peter Amodeo Gould
  • 1st AC: Ryan Magrish
  • Sound: Kevin Chung, Lee Cheng
  • Executive Producer: Lauren Ebert

POST: Pariah & Trafik

  • VFX Supervisor (Pariah): Pat Murphy
  • Executive Producer: Michael Steinmann
  • Producer: Gladys Bernadac
  • Colourist (Trafik): Daniel de Vue
  • Colour Assistant: Ali Soofi
  • Colour 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

MUSIC/SOUND: Mr. Bronx Audio Post & Butter New York

  • Sound Mix (Mr. Bronx): David Wolfe, Michael Artuso
  • Executive Producer: Zach Fortin
  • Sound Producer: Maggie Norsworthy
  • Chief Creative Officer (Butter New York): 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, Maya Mesica
  • Account Executive: Paulina Corcoran

Hellmann’s presents When Harry met Sally met SydneyHellmann’s presents When Harry met Sally met Sydney


Häagen-Daz

For the first time in its 60-year history, Häagen-Dazs is stepping onto the biggest advertising stage in the world—the Super Bowl. The premium ice cream brand has officially secured national air time during Super Bowl LIX in 2025, marking a significant milestone in its ongoing evolution.

The move comes as a testament to the success of Häagen-Dazs’ “That’s Dazs” campaign, launched five years ago to attract a younger generation of ice cream lovers. Now the number one ice cream brand in America—found in 25% of U.S. households—the company is looking to cement its cultural relevance with a commercial set to air during the most-watched sporting event of the year.

To make the Super Bowl debut a success, the brand tapped San Francisco-based nice&frank as its new creative agency partner. The agency will develop and produce the brand’s campaign for the Super Bowl and beyond, helping to expand Häagen-Dazs’ presence at key cultural moments throughout the year.

“We love finding partners who care deeply about what they do and the people they do it with, which couldn’t be more true for the team at Häagen-Dazs,” said Laura Petruccelli, Chief Creative Officer and co-founder of nice&frank. “You need a deep sense of trust for brave ideas to happen, which is something we want on any creative project and particularly for a stage like the Super Bowl.”

Häagen-Dazs has already begun building anticipation for its debut with two teaser films, ‘Engines On’ and ‘The Heist,’ both directed by Lance Acord of Park Pictures.

In “Engines On” a Chevrolet SS Chevelle is the centerpiece. Looking like it just left a shoot for The Fast and Furious, the ride sits on Los Angeles’ 1st Street Bridge as its headlights turn dramatically on. A Häagen-Dazs number plate hinting at the Super Bowl date, February 9th. Watch below:

In the second teaser, “The Heist,” we are part of a high-speed chase between a Chevrolet SS Chevelle, a Plymouth Belvedere, and a Häagen-Dazs delivery truck. The spot teases the tagline “The chase is on,” leaving viewers wondering who might be behind the wheel.



“This is a momentous occasion for the brand and an iconic cultural moment that brings us together through food,” said Rachel Jaiven, Head of Häagen-Dazs Marketing. “We’re proud to be a part of the Super Bowl for the first time and shine a new light on our indulgent and growing portfolio.”

With its first-ever Super Bowl ad on the horizon, Häagen-Dazs is making a bold play for a wider audience, blending its tradition of indulgence with a fresh, modern approach to storytelling.

CREDITS:

BRAND: Häagen-Dazs

  • Chief Marketing Officer: Elizabell Marquez
  • Marketing Director: Rachel Jaiven
  • Marketing Manager: Courtney Grant, Alicia Munday
  • Brand Manager: Mallory McCarley

AGENCY: nice&frank

  • Chief Creative Officer: Laura Petruccelli
  • Chief Strategy Officer: Graham North
  • President: Tamera Geddes
  • Creative Directors: Erica Stevens, Nicole LeLacheur
  • Creatives: Jared Richmond, Chelsea Lee
  • Experience Designer: Sarah Sweeney
  • Designer: Michael Stone
  • Communications Director: Drew Forrest
  • Strategy Director: Shaza Elsheshtawy
  • Strategist: Drew Petereit
  • Executive Producers: Olivia Baker, Tod Puckett
  • Producer: Kenya Agunloye
  • Account Directors: Ola Abayomi, Patrick Gulliford
  • PR: Colin Brown

MEDIA: Spark

  • President: Steve Birnbaum
  • Strategy Directors: Jef Eckart, Alyson McClure
  • Strategists: Camille Moody, Bradley Hargreaves, Nicolas Savini
  • Vice President: Abby DeMong
  • Executive Directors: Rory Manson, Michael Rigali, Anna Olla

PRODUCTION COMPANY: Park Pictures US

  • Director: Lance Acord
  • Executive Producers: Jackie Kelman Bisbee, Scott Howard, 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 Assistants: Alex De La Hidalga, Alizabeth Bean
  • Digital Imaging Technician: Alyson Whitman
  • Stylist: Anabelle Cole
  • Gaffer: Joey Abreu
  • Grips: Glenn Chivens, Fabio Dozzini, Carolin Schild
  • Production Assistant: Donovan Watson

PRODUCTION COMPANY: Amodeo Creative

  • Director of Photography: Peter Amodeo Gould
  • 1st AC: Ryan Magrish
  • Sound: Kevin Chung, Lee Cheng
  • Executive Producer: Lauren Ebert

POST: Pariah & Trafik

  • VFX Supervisor (Pariah): Pat Murphy
  • Executive Producer: Michael Steinmann
  • Producer: Gladys Bernadac
  • Colourist (Trafik): Daniel de Vue
  • Colour Assistant: Ali Soofi
  • Colour 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

MUSIC/SOUND: Mr. Bronx Audio Post & Butter New York

  • Sound Mix (Mr. Bronx): David Wolfe, Michael Artuso
  • Executive Producer: Zach Fortin
  • Sound Producer: Maggie Norsworthy
  • Chief Creative Officer (Butter New York): 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, Maya Mesica
  • Account Executive: Paulina Corcoran

Hellmann’s presents When Harry met Sally met SydneyHellmann’s presents When Harry met Sally met Sydney