Häagen-Dazs has just unveiled two new teaser films for the ice cream brand's highly anticipated, first-ever Super Bowl ad.
Helmed by creative agency of record nice&frank and directed by Lance Acord of Park Pictures, the pair of ads hints at some of the fast-paced action the brand has in store for audiences.
The partnership was initially announced last July after the agency won the pitch.
In a statement, nice&frank CCO and Co-Founder Laura Petruccelli shared the agency's philosophy of working with brands that care about the work they put out, which of course, includes the team at Häagen-Dazs:
"We pride ourselves on asking the right questions to get to honest answers faster. You need a deep sense of trust for brave ideas to happen, which is something we want on any creative project and particularly for a stage like the Super Bowl."
The chase is on. See where it leads on 2-9-25. 🚗 🏈 pic.twitter.com/2ZuWFoabuc
— Häagen-Dazs (@HaagenDazs_US) January 16, 2025
Meanwhile, Häagen-Dazs Marketing Head Rachel Jaiven emphasized the company's position as the leading ice cream brand in America, now found in 25% of U.S. households.
She also highlighted the significance of the brand's first Super Bowl ad, a major addition to the agency's growing portfolio.
nice&frank is just one of many excellent creative agencies based in New York, and this effort also marks its first foray into Super Bowl advertising.
With a lot on the line, nice&frank and Häagen-Dazs have the unique chance to use this campaign as a touchpoint, building on brand affinity for the years to come.
Speeding Into the Super Bowl
The first chapter of the brand's Big Game 2025 teaser, "Engines On," begins with a Chevrolet SS Chevelle getting revved up.
Establishing shots showcase the car's front end as the headlights turn on, before switching to a close-up shot of its rear plate: 2-9-25, the day Super Bowl 59 is going to take place.
The car speeds off into the horizon, as the sound of a cheering crowd closes the clip.
Start your engines. It’s game time. 🏈👀 pic.twitter.com/h0nY0Fo5bg
— Häagen-Dazs (@HaagenDazs_US) January 13, 2025
Part 2, titled "The Heist," opens in the middle of a car chase.
Beginning on a busy bridge, the Chevy speeds down the road to catch up to a Häagen-Dazs truck steered by a driver who seems to be completely unaware of the situation.
Quickly alternating between the high intensity of the chase and the driver's casual demeanor, the video humorously comes to an end after the trucker unloads his ice cream delivery.
Last August, Häagen-Dazs also teamed up with Netflix's "Emily in Paris" to launch a limited-edition ice cream collection.
