Häagen-Dazs Not So Fast, Not So Furious
Haagen-Dazs ice cream was launching their new, slow platform and they chose the bggest stage in advertising to do it, the Super Bowl. But in a fast-paced world of instant gratification, they challenged us to prove to viewers they needed to slow down (with Häagen-Dazs obviously).
To cement slow, the team thought we should flip fast — and we chose the fastest franchise in movie history, The Fast and the Furious. We started off in the fast lane, working with the stars on two teasers built to look straight out of the Fast films, before downshifting for a slow, beachside cruise along the PCH.
So we kicked off the campaign with two teasers that got people thinking — who was behind the wheel, and what did they want with Häagen-Dazs?
TEASER 1: THE CAR
The stars of the Fast and Furious franchise have changed over time, but one has remained constant, the cars. We put the
big game’s broadcast date on a branded license plate and highlighted Dom Toretto’s SS Chevelle, with some cheeky sports audio in the background.
TEASER 2: THE HEIST
No Fast and Furious movie is complete without a heist, and we took that to heart.
But this time, the chase was in pursuit of a Häagen-Dazs delivery van, filled with a host of ice cream and a seemingly oblivious delivery driver.
All of that teasing (which had fans thinking we were promoting a new Fast movie) culminated in a slow, ice cream cruise down the PCH on Super Bowl Sunday with
Vin Diesel, Michelle Rodriguez, and Ludacris.