Häagen-Dazs’s Super Bowl Ad: A Relaxed Ride with Vin Diesel and Michelle Rodriguez

Häagen-Dazs's Super Bowl Ad

Super Bowl Sunday is fast approaching, and while the Kansas City Chiefs will have their fans, many viewers may be more excited for the commercials. Häagen-Dazs is already generating buzz with its Super Bowl ad, “Not so fast, not so furious,” a departure from their usual marketing approach.  

Two teaser videos hinted at high-octane action. One featured a classic Chevrolet Chevelle SS speeding across a bridge, while the other showed the same car seemingly chasing a Häagen-Dazs truck, suggesting a heist. However, the actual commercial takes a more relaxed turn. It depicts Vin Diesel and Michelle Rodriguez enjoying a leisurely drive along the coast in a convertible, with Rodriguez opening a Häagen-Dazs ice cream bar. Ludacris then pulls up alongside them, asking, “What happened to the fast life?” Diesel replies, “Not today,” as Smokey Robinson’s “Cruisin'” plays.  

This Super Bowl appearance marks a first for Häagen-Dazs, described by their head of marketing, Rachel Jaiven, as a “momentous occasion” for the brand.  

Interestingly, many automakers, typically big Super Bowl advertisers, are opting out this year. Stellantis is a notable exception, planning to air two commercials: a Ram ad during the second quarter’s two-minute break and a Jeep commercial at some point during the broadcast.  

Toyota, an official Super Bowl LIX partner, will have a presence in New Orleans supporting the Land Cruiser and Sequoia but isn’t expected to run a game-day ad. According to AdWeek, several other major automakers, including Audi, BMW, Ford, General Motors, Kia, Honda, Hyundai, and Volkswagen, will also be sitting out this year’s Super Bowl advertising.


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