- Häagen-Dazs’ first Super Bowl industrial is tracking well ahead of its national broadcast debut Sunday, in accordance with an evaluation from creative effectiveness platform System1 shared with Marketing Dive.
- The 30-second spot, which sees key solid members of the “Fast & Furious” franchise pump the brakes on road racing to bask in an ice cream bar, ranks third amongst Super Bowl efforts released up to now, scoring points for popular culture savvy.
- Super Bowl campaigns could be make or break moments for brands, with ad pricing hitting latest records this 12 months. “Not So Fast, Not So Furious” was handled by upstart Nice&Frank, which Häagen-Dazs appointed its creative agency of record in July.
Super Bowl ads represent a dear gamble, as 30 seconds of air time is reportedly topping $8 million across the Fox broadcast this 12 months. 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 amongst 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 2 leading “Not So Fast, Not So Furious.” The No. 1 spot up to now this 12 months 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 4 trends in probably the most winning Super Bowl strategies: Strong storytelling, distinctive brand assets, a humorousness and popular culture references.
“When investing $8 million in a single spot, it’s essential for ads to make an impact – releasing early is a terrific approach for constructing 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 automotive. Letty then breaks out a Häagen-Dazs bar, leading Dom to decelerate and revel in 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 motion 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 powerful impression across the Super Bowl lately.
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.
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