Häagen-Dazs will air its first Super Bowl commercial, set to premiere this Sunday during the third quarter of Super Bowl LIX.

After a careful and intentional rebrand over the past four years, Häagen-Dazs selected the 2025 Super Bowl, as the perfect time and place to showcase the brand.

Born from the consumer insight that Häagen-Dazs ice cream is best enjoyed slowly thanks to the unmatched flavor and creamy texture of each bite, the campaign celebrates the need for "slow down" moments in an increasingly fast-paced world. The 30-second commercial meaningfully and authentically slows down the Fast & Furious family through a cherished moment of ice cream indulgence, as proof of the power of this brand promise.

Similar to a film release, the campaign kicks off with two 15-second teasers. The teasers both serve to recreate Universal Pictures' Fast & Furious world of car chases, speed, and intrigue, as the audience wonders what the beloved crew might be up to this time. The teasers, intended to drive online speculation among fans, each embody the adrenaline rush of the blockbuster franchise that sets up the main 30-second Häagen-Dazs "Not So Fast, Not So Furious" spot.

The storyline culminates at the Super Bowl, where Dominic "Dom" Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) embrace a moment of slow — a moment that only Häagen-Dazs is worthy of delivering. Even Tej Parker (Ludacris) makes an unexpected appearance where he calls out his fast crew for taking their time with a Häagen-Dazs in hand.

"Teaming up with Häagen-Dazs was a once in a lifetime opportunity to bring together my Fast & Furious family over delicious ice cream," said Ludacris. "I'm truly excited to remind audiences to savor each ice cream moment and slow down the fast life with Häagen-Dazs."