Häagen-Dazs Gets Fast And Furious For The Super Bowl

The countdown to Super Bowl Sunday is entering the homestretch and more people will likely be cheering the commercials than the Kansas City Chiefs. While that remains to be seen, Häagen-Dazs is already making a splash with their ad called “Not so fast, not so furious.”

While the teasers largely flew under the radar, the first featured a Chevrolet Chevelle SS revving its engine and then accelerating on a bridge. The second was more promising as it showed the car pursuing a Häagen-Dazs truck, indicating a heist was in the works.

More: Vin Diesel Wants Fast X2 To Finally Return To Its Street Racing Roots

However, the actual commercial is pretty tame as it shows Vin Diesel and Michelle Rodriguez driving with the top down. Rodriguez then opens a Häagen-Dazs ice cream bar as the two enjoy a slow drive down the coast. Ludacris then pulls up alongside them and asks “What happened to fast life?” Diesel then responds, “Not today” as Smokey Robinson’s Cruisin’ plays.

The Super Bowl ad is a first for Häagen-Dazs and the company’s head of marketing, Rachel Jaiven, previously described it as a “momentous occasion for the brand.”

Most Automakers Sitting Out This Year

While automakers typically have a big presence during the Super Bowl, many are sitting on the sidelines this year. However, Stellantis will air two commercials on February 9. A Ram ad will air during the two-minute break in the second quarter, while a Jeep commercial will also be shown sometime during the broadcast.

Toyota is an official partner of Super Bowl LIX and will have a presence in New Orleans that supports the Land Cruiser and Sequoia. However, the automaker isn’t expected to air an ad during the game.

AdWeek has also reported Audi, BMW, Ford, General Motors, Kia, Honda, Hyundai, and Volkswagen are sitting on the sidelines this year.