Häagen-Dazs, Dazs Drive, Super Bowl Activation 2025

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.

Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
President: Tamera Geddes
Creative Directors: Nicole LeLacheur, Erica Stevens
Experience Design Lead: Sarah Sweeney
Designer: Michael Stone
Senior Creatives: Jared Richmond, Chelsea Lee
Executive Producer: Tod Puckett
Director of Connections Strategy: Drew Forrest
Group Account Director: Ola Abayomi, Patrick Gulliford
Account Supervisor: Ahreana Blair, MS
Director / Photographer: Anthony Pham
DP: Luke Orlando
1st Photo Assistant: Alex De La Hidalga
Producer: Joey Fitzsimmons


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