With the launch of their new strategic creative platform, Häagen-Dazs wanted to inspire people to slow down and savor the moment, starting with advertising’s biggest stage ––the Super Bowl. So what did we do? Flipped the fastest movie franchise in history, The Fast and the Furious. Our Super Bowl campaign, “Not So Fast, Not So Furious,” led audiences to believe they were getting yet another installment in the fast world, only to pump the breaks and slow things down with an ice cream cruise. Directed by legend Lance Acord, we collaborated with the franchise, creating a cinematic teaser campaign that helped build up to the game day misdirect. That’s Dazs.
TEASERS // The campaign kicked off with a series of teasers that got people thinking –– who is that behind the wheel, and what could they possibly want with Häagen-Dazs?
FROM LA TO THE BIG GAME: DAZS DRIVE // Then, we took it to the streets. Ludacris AKA “Tej” teased social audiences with a sweet ice cream-inspired idea on set, ringing his long-time friend
Ryan at West Coast Customs. The result? “Dazs Drive” was born. We took our Super Bowl spot from the home of the Fast franchise – the streets from LA – to the Big Game in New Orleans. Collaborating with the iconic West Coast Customs, we customized a ‘63 Cadillac, fully stocked with an ice cream freezer trunk and cone holder console. We took the “slow rider” on a cross-country cruise from LA to SBLIX, rolling up to Ludacris’ live performance at Shaq’s Fun House during Super Bowl weekend with a trunk full of Dazs. Lucky fans who spotted the whip could snap it for a chance to win tickets to Luda’s show.
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