• by Fern Siegel , January 9, 2025

Häagen-Dazs is making its Super Bowl debut.

There are few details on the upcoming spot by creative agency nice&frank, which won the business in July 2024.

The teaser, "Engines On," centers on a car. Its relevance to the creamy ice cream is anyone's guess. More will be revealed.

Here is the teaser.

The 64-year-old brand, positioned as a high-end ice cream, was founded in the Bronx by Reuben Mattus, a Jewish immigrant from Poland. It's now a joint venture between Nestle and PAI Partners.

Mattus invented the name Häagen-Dazs" because he thought it sounded Danish, as a tribute to Denmark's protective treatment of its Jews during WWII.