• by Fern Siegel , 4 hours ago

Häagen-Dazs has debuted a new TV spot —  “Take Your Sweet Time” — that launches at the Grammys Feb. 1.

Part of the brand's "Slow" platform, the new ad's take-it-easy focus is represented by a giant turtle. 

Set to the tune of “One Thing,” a Grammy nominee by Lola Young, the commercial targets taste sensation. Creative agency nice&frank produced the spot for the music awards, for which Häagen-Dazs is the Official Ice Cream Partner. 

The brand is introducing six new flavors, including Dark Cherry Truffle flavor and Cherry Dark Chocolate ice cream bar. Additional flavors include Coffee Almond Toffee, Toasted Coconut Crunch Bar, Dulce De Leche Mini Bars and Peanut Butter Brittle.

“In our daily lives, we’re constantly nudged to move faster, do more, and never stop. Our phones never stop yelling at us, and honestly, our brains don’t either. We wanted these 30 seconds to feel different, a little escape where a brand isn’t telling you how hectic life is. Instead, it’s a reminder that simple pleasures, like a bite of ice cream or yes, even a pet tortoise, can let you take your sweet time, exactly how you like,” Laura Petruccelli, chief creative officer, nice&frank, tells Agency Daily.

Founded by Rose and Reuben Mattus in 1960, Häagen-Dazs now offers ice cream, sorbet and bars in more than 65 flavors nationwide.