Sr CW
Agency:
nice&frank
2025
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).
CCO: Laura Petruccelli
CD (Copy): Nicole LeLacheur
CD (Art): Erica Stevens
Experience Design: Sarah Sweeney
Sr AD: Chelsea Lee
Sr CW: Jared Richmond
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 - making people wonder who was behind the wheel, and what did they want with Häagen-Dazs?
Then, we downshifted for a slow, beachside cruise along the PCH with...
Not So Fast, Not so Furious
Taking Slow on the Road
We had Ludacris aka“Tej” make a call to his long-time friend Ryan at West Coast customs for a social video to tease fans of the franchise. And the product of that conversation was “Dazs Drive” – a cross-country ice cream cruise from the home of Fast & Furious (LA) to the Super Bowl in New Orleans. We lived our Pimp My Ride dreams, collaborating with the iconic West Coast Customs, to turn a ‘63 Cadillac into a (s)low rider with an ice cream freezer trunk and cone holder console.
The car pulled up to Ludacris’ live performance at Shaq’s Fun House during Super Bowl weekend with a trunk full of Dazs and lucky fans who spotted the whip on they way could snap it for a chance to win tickets to the show.
And we made a cool mini-zine to commemorate it all.