Häagen-Dazs wanted to inspire people to slow down and savor the moment, starting on advertising’s biggest stage –– the Super Bowl. To do it, we flipped the fastest movie franchise in history, The Fast and the Furious. When Ludacris AKA “Tej” came up with a pretty sweet ice cream-inspired idea on set, we took the Super Bowl spot to the streets from LA to the Big Game in New Orleans. Collaborating with the iconic West Customs, we customized a ‘63 Cadillac, fully stocked with an ice cream freezer trunk and cone holder console. Then, we took it cross-country from LA to the Big Game in New Orleans, rolling up to Ludacris’ live performance at Shaq’s Fun House during Super Bowl weekend with a trunk full of Dazs.