Häagen-Dazs, Super Bowl,
“Not So Fast, Not So Furious”
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 Lance Acord, we collaborated with the franchise to create a cinematic teaser campaign that helped build up to the game-day misdirect.
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?
Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
President: Tamera Geddes
Creative Directors: Erica Stevens, Nicole LeLacheur
Sr. Creatives: Jared Richmond, Chelsea Lee
Experience Design Lead: Sarah Sweeney
Design: Michael Stone
Director of Connections Strategy: Drew Forrest
Brand Strategy Director: Shaza Elsheshtawy
Jr. Brand Strategist: Drew Marie Petereit
Executive Producer: Olivia Baker, Tod Puckett
Producer: Kenya Agunloye
Group Account Director: Ola Abayomi, Patrick Gulliford
Account Supervisor: Ahreana Blair, MS
PR Lead: Colin Brown
Client: Häagen-Dazs
Chief Marketing Officer, Dreyer’s : Elizabell Rivera Marquez
Marketing Director, Häagen-Dazs: Rachel Wall Jaiven
Marketing Manager, Häagen-Dazs: Courtney Grant
Global Marketing Manager, Froneri: Alicia Munday
Associate Brand Manager, Häagen-Dazs: Mallory McCarley
Production Company: Park Pictures
Director/Director of Photography: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer/Producer: Scott Howard
Executive Producer: Caroline Kousidonis
Head of Production: Chelsea Schwiering
Prod. Supervisor: Daniel Gonzalez
1st AD: Michael Salvan
Production Designer: Jan Roelfs
Editorial: EXILE Edit
Editor: Shane Reid
Assistant Editor: Juan Steck
Producer: Sophia Mosner-Koor
Managing Director/EP: Sasha Hirschfeld
EP of Sales: Sarah Cassell
Color: TRAFIK
Senior Colorist: Daniel de Vue
Color Assist: Ali Soofi
Color Producer: Geoff Linville
Head of Production: Greer Bratschie
VFX: Pariah VFX
VFX Supervisor: Pat Murphy
VFX Producer: Gladys Bernadac
Flame Artists: Drew Downes, Urs Furrer,
Matt Sousa, Steven Wolff, Sam Kolber, Jameson DeSantis
CG Supervisor: Mike Wynd
CG Artist: Elizabeth Hammer
Animator: Peter Murphy
Executive Producer: Michael Steinmann
Managing Director: Mark Tobin
Sound: Mr. Bronx Audio Post
Mixer: David Wolfe
Executive Producer: Zach Fortin
Producer: Maggie Norsworthy
Assistant Mixers: Michael Artuso
Music: BUTTER Music and Sound
CCO: Andrew Sherman
EP: Renée Massé
ECD/Composer: Dan Zank
Senior Producer: Warren Wolfe
Associate Producer: Becky Mathai
Music Coordinator: Anneliese Daley
Library Director: Ryan Alons
PR Agency: THE DOOR
Charlie Dougiello, Kelly Patterson, Ronde Coletta,
Mark Anderson, Colin Hayes, Paulina Corcoran, Maya Mesica
Media Agency: Spark Foundry
Steve Birnbaum, Jef Eckart, Alyson McClure, Camille Moody,
Bradley Hargreaves, Nicolas Savini, Abby DeMong, Rory Manson,
Michael Rigali, Anna Olla