Häagen-Dazs, Super Bowl ‘25,
“Not So Fast, Not So Furious”
Häagen-Dazs is made with less air, making it richer and creamier than other ice creams. Which means you literally have to eat it slowly. So for the reveal of the brands new “slow” platform, we took it to advertising’s biggest stage: Super Bowl. We flipped fast by slowing down the fastest movie franchise in history, The Fast and The Furious. Our Super Bowl campaign, “Not So Fast, Not So Furious,” led audiences to believe they were getting yet another installment in the fast world, only to pump the breaks and slow things down with a sweet, sunset ice cream cruise. Directed by Super Bowl vet Lance Acord, we collaborated with the Fast franchise to create a full teaser rollout that helped built up to the game-day misdirect.
The campaign kicked off with a series of teasers that got people thinking – who is that behind the wheel, and what could they possibly want with a Häagen-Dazs delivery truck on 2-9-25?
A film-inspired teaser rollout
Then, we took it to the streets. Ludacris AKA “Tej” teased social audiences with a sweet ice cream-inspired idea on set, ringing his long-time friend Ryan at West Coast Customs. The result? “Dazs Drive” was born. We took our Super Bowl spot from the home of the Fast franchise – the streets from LA – to the Big Game in New Orleans. Collaborating with the iconic West Coast Customs, we customized a ‘63 Cadillac, fully stocked with an ice cream freezer trunk and cone holder console. We took the “slow rider” on a cross-country cruise from LA to SBLIX, rolling up to Ludacris’ live performance at Shaq’s Fun House during Super Bowl weekend with a trunk full of Dazs. Lucky fans who spotted the whip could snap it for a chance to win tickets to Luda’s show.
From LA to the Big Game: Dazs Drive
Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
President: Tamera Geddes
Creative Directors: Erica Stevens, Nicole LeLacheur
Sr. Creatives: Jared Richmond, Chelsea Lee
Experience Design Lead: Sarah Sweeney
Design: Michael Stone
Director of Connections Strategy: Drew Forrest
Brand Strategy Director: Shaza Elsheshtawy
Jr. Brand Strategist: Drew Marie Petereit
Executive Producer: Olivia Baker, Tod Puckett
Producer: Kenya Agunloye
Group Account Director: Ola Abayomi, Patrick Gulliford
Account Supervisor: Ahreana Blair, MS
PR Lead: Colin Brown
Production Company: Park Pictures
Director/Director of Photography: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer/Producer: Scott Howard
Executive Producer: Caroline Kousidonis
Head of Production: Chelsea Schwiering
Prod. Supervisor: Daniel Gonzalez
1st AD: Michael Salvan
Production Designer: Jan Roelfs
Editorial: EXILE Edit
Editor: Shane Reid
Assistant Editor: Juan Steck
Producer: Sophia Mosner-Koor
Managing Director/EP: Sasha Hirschfeld
EP of Sales: Sarah Cassell
Color: TRAFIK
Senior Colorist: Daniel de Vue
Color Assist: Ali Soofi
Color Producer: Geoff Linville
Head of Production: Greer Bratschie
VFX: Pariah VFX
VFX Supervisor: Pat Murphy
VFX Producer: Gladys Bernadac
Flame Artists: Drew Downes, Urs Furrer,
Matt Sousa, Steven Wolff, Sam Kolber, Jameson DeSantis
CG Supervisor: Mike Wynd
CG Artist: Elizabeth Hammer
Animator: Peter Murphy
Executive Producer: Michael Steinmann
Managing Director: Mark Tobin
Sound: Mr. Bronx Audio Post
Mixer: David Wolfe
Executive Producer: Zach Fortin
Producer: Maggie Norsworthy
Assistant Mixers: Michael Artuso
Music: BUTTER Music and Sound
CCO: Andrew Sherman
EP: Renée Massé
ECD/Composer: Dan Zank
Senior Producer: Warren Wolfe
Associate Producer: Becky Mathai
Music Coordinator: Anneliese Daley
Library Director: Ryan Alons
PR Agency: THE DOOR
Charlie Dougiello, Kelly Patterson, Ronde Coletta,
Mark Anderson, Colin Hayes, Paulina Corcoran, Maya Mesica
Media Agency: Spark Foundry
Steve Birnbaum, Jef Eckart, Alyson McClure, Camille Moody,
Bradley Hargreaves, Nicolas Savini, Abby DeMong, Rory Manson,
Michael Rigali, Anna Olla
Dazs Drive Activation
Creative Directors: Nicole LeLacheur, Erica Stevens
Experience Design Lead: Sarah Sweeney
Designer: Michael Stone
Senior Creatives: Jared Richmond, Chelsea Lee
Executive Producer: Tod Puckett
Director of Connections Strategy: Drew Forrest
Group Account Director: Ola Abayomi, Patrick Gulliford
Account Supervisor: Ahreana Blair, MS
Director / Photographer: Anthony Pham
DP: Luke Orlando
1st Photo Assistant: Alex De La Hidalga
Producer: Joey Fitzsimmons