Häagen-Dazs Joins the Fast and Furious Theme for the Super Bowl | Carscoops

      Vin Diesel and Michelle Rodriguez are back together... and having ice cream

      16 hours ago

      

      by Michael Gauthier

      

      Vin Diesel and Michelle Rodriguez are reuniting for a Super Bowl commercial.

      The advertisement promotes Häagen-Dazs and is titled “Not so fast, not so furious.”

      While many automakers are opting out this year, Ram and Jeep will be airing ads.

      As the countdown to Super Bowl Sunday approaches its final days, it seems more spectators may be watching the commercials rather than cheering for the Kansas City Chiefs. Although it's yet to be determined, Häagen-Dazs is already making waves with their ad called “Not so fast, not so furious.”

      The teasers have mostly gone unnoticed, with the first one showcasing a Chevrolet Chevelle SS revving and speeding on a bridge. The second teaser offered more intrigue, as it depicted the car chasing a Häagen-Dazs truck, hinting at a heist.

      More: Vin Diesel Hopes Fast X2 Returns to Its Street Racing Roots

      In contrast, the commercial itself is fairly laid-back, featuring Vin Diesel and Michelle Rodriguez cruising with the top down. Rodriguez then unveils a Häagen-Dazs ice cream bar while they enjoy a leisurely drive along the coast. Ludacris then drives up next to them and inquires, “What happened to fast life?” Diesel replies, “Not today,” as Smokey Robinson’s Cruisin’ plays in the background.

      This Super Bowl ad marks a first for Häagen-Dazs, with the company's head of marketing, Rachel Jaiven, calling it a “momentous occasion for the brand.”

      Most Automakers Are Sitting Out This Year

      Typically, automakers have a strong presence during the Super Bowl, but many are choosing to sit out this year. Stellantis, however, will air two commercials on February 9. A Ram ad will be shown during the two-minute break in the second quarter, along with a Jeep commercial at some point during the broadcast.

      Toyota, as an official partner of Super Bowl LIX, will be visible in New Orleans in support of the Land Cruiser and Sequoia, but it does not plan to air an ad during the game.

      AdWeek has also reported that automakers such as Audi, BMW, Ford, General Motors, Kia, Honda, Hyundai, and Volkswagen will not be participating this year.