Häagen-Dazs has taken a unique approach to advertising its frozen treats during the Super Bowl, pairing up with the Fast and Furious franchise to create an exciting and unexpected commercial. While Super Bowl celebrations often feature pizza, wings, chips, and dip, Häagen-Dazs is shifting the spotlight to its ice cream, with an inventive two-pronged strategy.
The ice cream brand enlisted Fast and Furious stars Vin Diesel, Michelle Rodriguez, and Ludacris to star in a commercial that mimics their beloved characters from the blockbuster franchise. However, the company didn’t stop there. Häagen-Dazs teamed up with West Coast Customs, a renowned name in vehicle customization, to create a one-of-a-kind 1963 Cadillac convertible that functions as an ice cream delivery vehicle.
West Coast Customs, famous for its work on the Pimp My Ride TV series and its celebrity clientele, transformed the classic Cadillac in just three weeks. The car’s exterior was repainted in the same burgundy hue as the Häagen-Dazs logo, with cream-colored accents on the grille, wheels, and trim. Inside, the theme continued with cream white seats featuring burgundy piping and Häagen-Dazs branding. In place of traditional cupholders, the center console reveals two holders for ice cream cones.
The trunk of the Cadillac holds even more surprises, opening to reveal a cooler stocked with Häagen-Dazs products and illuminated speakers on either side for added flair. However, this custom Cadillac doesn’t make an appearance in the commercial itself.
Instead, the ad stars Diesel and Rodriguez as they speed away in a classic Camaro SS 396 convertible, with Rodriguez unwrapping a Häagen-Dazs frozen chocolate bar and relaxing. Diesel follows suit, indulging in the treat as well. Ludacris, in a doorless Jeep Gladiator, pulls up and inquires about the “fast life.” But Diesel and Rodriguez have other plans—relaxing with ice cream. The license plate of their Camaro reads “SLOW-LIFE,” delivering the playful message.
The commercial, which was consulted on by Fast X director Louis Leterrier to maintain the franchise’s aesthetic, is set to air during the third quarter of the Super Bowl. With this innovative campaign, Häagen-Dazs is positioning itself as a sweet, unexpected treat for Super Bowl fans.
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