Haagen-Dazs Takes 'Fast & Furious' Duo For A Sweet Ride


Häagen-Dazs is a newbie to the Super Bowl, debuting with it's "Not So Fast, Not So Furious" 30-second spot.

Created by nice&frank, the brand's new agency of record, the ad posits the "Fast & Furious" duo — Dominic Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriquez) — in an unusually easygoing moment. The laid-back experience is thanks to a sweet indulgence: a Häagen-Dazs ice-cream bar.

It's made sweeter by the ride: a custom 1963 Cadillac convertible.

Even Tej Parker (Ludacris) makes an appearance. He is stunned that the crew has slowed their pace, due to a creamy treat.

“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.”

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Häagen-Dazs wanted to ensure the campaign stayed true to the "Fast & Furious" saga. The commercial, which features some of the spot's cast and vehicles, was shot in November on the Pacific Coast Highway, a well-known "F&F" film location.

The campaign's initial teaser trailer, full spot and game-day action can also be seen on Häagen-Dazs' social nets: YouTube Instagram and TikTok.

Häagen-Dazs was founded by Rose and Reuben Mattus in 1960. The company now offers ice cream, sorbet and bars in more than 65 flavors available worldwide.

"Fast & Furious" is Universal Picture's most-profitable and longest-running franchise, earning more than $7 billion at the global box office. 

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