Dive Brief:
- Häagen-Dazs’ first Super Bowl commercial is tracking well ahead of its national broadcast debut Sunday, according to an analysis from creative effectiveness platform System1 shared with Marketing Dive.
- The 30-second spot, which sees key cast members of the “Fast & Furious” franchise pump the brakes on road racing to indulge in an ice cream bar, ranks third among Super Bowl efforts released so far, scoring points for pop culture savvy.
- Super Bowl campaigns can be make or break moments for brands, with ad pricing hitting new records this year. “Not So Fast, Not So Furious” was handled by upstart Nice&Frank, which Häagen-Dazs appointed its creative agency of record in July.
Dive Insight:
Super Bowl ads represent a pricey gamble, as 30 seconds of air time is reportedly topping $8 million around the Fox broadcast this year. Dreyer’s-owned Häagen-Dazs, a first-time big game advertiser, appears to be heading into the sports marketing bonanza with positive buzz fueled by Hollywood star wattage and teasers that stoked fan intrigue.
The ice cream maker’s campaign nodding to the “Fast & Furious” franchise ranks third among efforts assessed by System1’s Test Your Ad methodology, achieving a 4.7-star rating on a 5.9 scale. Only six big game commercials released since 2020 have hit the 5-star level, including the two leading “Not So Fast, Not So Furious.” The No. 1 spot so far this year is held by Lay’s “Little Farmer,” which was developed with agency Highdive, while the NFL landed in second for its work with 72andSunny.
System1 identified four trends in the most winning Super Bowl strategies: Strong storytelling, distinctive brand assets, a sense of humor and pop culture references.
“When investing $8 million in a single spot, it’s essential for ads to make an impact – releasing early is a great approach for building awareness and excitement before game day,” said Jon Evans, chief customer officer of System1, in a press statement.
“Not So Fast, Not So Furious,” which dropped online Feb. 3, begins mid-chase as “Fast & Furious” protagonists Dom Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) speed down the Pacific Coast Highway in a convertible muscle car. Letty then breaks out a Häagen-Dazs bar, leading Dom to slow down and enjoy the moment with his partner to the tune of Smokey Robinson's “Cruisin’”. The blissful interlude is broken when Tej Parker (Ludacris) pulls up from the rear and questions the couple’s commitment to the fast life.
Häagen-Dazs teased the reveal with a pair of trailers, including one where an ice cream man is hotly pursued on the highway in a subversion of action movie cliches. In addition, the brand is touring a custom 1963 Cadillac convertible equipped with an ice cream freezer from Los Angeles, where the ad was shot, to Super Bowl LIX host city New Orleans. West Coast Customs helped outfit the vehicle.
Häagen-Dazs piqued some interest when it appointed three-year-old Nice&Frank to handle its Super Bowl debut, along with larger AOR duties. Fresh-faced creative agencies, including Highdive, have made a strong impression around the Super Bowl in recent years.
The Door assisted with talent procurement and earned media for “Not So Fast, Not So Furious.” Spark Foundry handles paid media across the Dreyer’s Grand ice cream portfolio.
