Häagen-Dazs Debuts “Not So Fast, Not So Furious” Super Bowl Ad with Vin Diesel, Michelle Rodriguez, and Ludacris
Häagen-Daz is stepping into the Super Bowl 2025 spotlight for the first time with a star-studded 30-second commercial titled “Not So Fast, Not So Furious.” Starring Fast & Furious icons Vin Diesel, Michelle Rodriguez, and Ludacris, the ad airs during the third quarter of Super Bowl LIX—marking a milestone moment for the brand after four years of strategic rebranding.
Slowing Down an Iconic Fast Family
Where better to champion the art of “slow” than amid the high-octane universe of Fast & Furious? Not So Fast, Not So Furious places Dominic “Dom” Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) in a rare moment of calm, indulging in Häagen-Dazs® ice cream and momentarily leaving behind their adrenaline-fueled lifestyles. Ludacris makes a surprise cameo, humorously calling out the crew for taking a leisurely break. As the brand’s tagline suggests, “Häagen-Dazs is best enjoyed slowly,” highlighting the unmatched flavor and creamy texture that sets the ice cream apart.
Building Hype with Teasers and a Blockbuster Vibe
The campaign kicks off like a movie premiere, complete with two 15-second teaser spots showcasing the car chases, mystery, and big-screen flair of the Fast & Furious franchise. These teasers leave fans speculating about what sort of heist—or in this case, sweet treat—might be at the center of this story. The full commercial then debuts on Super Bowl Sunday in the third quarter, delivering a playful twist on the blockbuster franchise’s penchant for speed.
“Teaming up with Häagen-Dazs was a once in a lifetime opportunity to bring together my Fast & Furious family over delicious ice cream,” says Ludacris. “I’m truly excited to remind audiences to savor each ice cream moment and slow down the fast life with Häagen-Dazs.”
Super Bowl Ad with Vin Diesel, Michelle Rodriguez, and Ludacris
Crafting Authenticity with the Fast & Furious Franchise
To ensure a seamless extension of the Fast & Furious cinematic world, Häagen-Dazs tapped award-winning cinematographer Lance Acord to direct, with Fast & Furious director Louis Leterrier consulting. Filmed along California’s iconic Pacific Coast Highway—a site seen in the film series—the commercial pays close attention to details, including beloved cast members and the classic souped-up vehicles that fans expect.
A 360 Campaign: The Slow Ride Continues
As part of the larger marketing push, Häagen-Dazs is sending a custom ‘63 Cadillac convertible (built in partnership with West Coast Customs) on a 1,900-mile journey from Los Angeles to New Orleans. Complete with a built-in ice cream freezer trunk, the vehicle invites fans to follow along via social media for giveaways, rewards, and updates leading up to the Big Game. This experiential element connects audiences with the brand’s message of slowing down to savor life’s sweetest moments.
“Getting to pair up with one of the most notable franchises and talent in film history was everything we were looking for,” explains Elizabell Marquez, Chief Marketing Officer at Dreyer’s. “We invite fans to help bring our Vanilla Milk Chocolate Almond Bar to America’s biggest day in sports.”
Bringing It All Together
Developed by creative agency nice&frank and produced by Park Pictures, the campaign showcases Häagen-Dazs® in a way that resonates with the Fast & Furious fanbase and ice cream lovers alike. In line with the brand’s commitment to social responsibility, the LA-based shoot includes contributions to Habitat for Humanity of Greater Los Angeles, supporting local restoration efforts.
Looking Ahead
The Super Bowl debut of “Not So Fast, Not So Furious” signals Häagen-Dazs’ evolution into a lifestyle-centric ice cream brand that cherishes the art of slowing down—something that resonates universally in today’s fast-paced world. With star power from one of Hollywood’s biggest action franchises and a nostalgic call to savor each bite, Häagen-Dazs aims to capture hearts and palates long after the Super Bowl final whistle.
Häagen-Dazs Super Bowl 2025 Press Release
Häagen-Dazs Slows Down the Fastest Film Franchise in 2025 Super Bowl Ad Debut
oday marks a historic moment for Häagen-Dazs® as the brand reveals its first-ever Super Bowl commercial, set to premiere this Sunday during the third quarter of Super Bowl LIX. After a careful and intentional rebrand over the past four years, Häagen-Dazs® selected the 2025 Super Bowl, one of the largest snacking occasions of the year, as the perfect time and place to showcase the evolution that has propelled the brand to category leader.
Born from the consumer insight that Häagen-Dazs® ice cream is best enjoyed slowly thanks to the unmatched flavor and creamy texture of each bite, the campaign celebrates the need for “slow down” moments in an increasingly fast-paced world. The 30-second commercial meaningfully and authentically slows down the Fast & Furious family through a cherished moment of ice cream indulgence, as proof of the power of this brand promise.
Similar to a film release, the campaign kicks off with two 15-second teasers. The teasers both serve to recreate Universal Pictures’ Fast & Furious world of car chases, speed, and intrigue, as the audience wonders what the beloved crew might be up to this time. The teasers, intended to drive online speculation among fans, each embody the adrenaline rush of the blockbuster franchise that sets up the main 30-second Häagen-Dazs® “Not So Fast, Not So Furious” spot.
The storyline culminates at the Super Bowl, where Dominic “Dom” Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) embrace a moment of slow — a moment that only Häagen-Dazs® is worthy of delivering. Even Tej Parker (Ludacris) makes an unexpected appearance where he calls out his fast crew for taking their time with a Häagen-Dazs in hand.
“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.”
As a brand that always delivers unmatched quality, Häagen-Dazs® went to great lengths to ensure the campaign stayed true to the Fast & Furious Saga. The commercial, which features some of the film’s quintessential cast and vehicles, was shot in November on the Pacific Coast Highway, which is a famous Fast & Furious film location.
Award-winning cinematographer and film director Lance Acord directed the spot and equally established Fast & Furious director, Louis Leterrier, was a consultant on the project. The duo worked in tandem to ensure each scene felt like a natural extension of the franchise and upheld the integrity of the evolving plots.
“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.”
This commercial signifies the launch of a new campaign direction showcased through the Fast & Furious franchise’s Vin Diesel, Michelle Rodriguez and Ludacris slowing down with Häagen-Dazs®. To continue the slow ride, Häagen-Dazs® is bringing a 360 campaign to life: A custom ’63 Cadillac convertible, crafted in partnership with West Coast Customs and featuring an ice cream freezer trunk stocked with Häagen-Dazs®, is making the nineteen-hundred mile road trip from the home of Fast & Furious (Los Angeles) all the way to the Super Bowl (New Orleans), with prizes available to those who follow along.
“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 Vin 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 a new agency of record and independent shop, nice&frank, who led the creative vision from inception through execution alongside Park Pictures, LLC. Assisting in the campaign development are existing agency partners, The Door, who had the lead role in commercial talent procurement and earned media, and Spark Foundry, who manages paid media across the Dreyer’s Grand Ice Cream portfolio. Filmed with love in Los Angeles, the brand and its partners will help Habitat for Humanity of Greater Los Angeles (Habitat LA) and its ReBuild LA restoration efforts.
Loved the creative storytelling approach!
Disappointed that Häagen-Dazs would promote unhealthy eating during such a high-profile event.