Haagen-Dazs’s Super Bowl Teaser Ads Leave Viewers Wanting More

The Super Bowl is an American holiday of sorts. Football fans are interested in the game, music fans love the halftime show, and everyone else tunes in for the iconic (and expensive) Super Bowl ads. Haagen-Dazs ice cream is not normally associated with the Super Bowl. However, the company enters the ad game in 2025, trying to get viewers to think about and hopefully buy something other than cars, technology, soft drinks, beer, and salty snacks.

Perhaps that’s why it takes not one but two teaser ads to get fans excited about the Super Bowl ad.

Haagen-Dazs Teaser Ad #1

At first glance, this looks nothing like an ad for ice cream.  A vintage Chevy SS Chevelle is skidding down the road.  The viewer only figures it out when the license plate shows the Haagen-Dazs name and the date of the Super Bowl (February 9, 2025).

Haagen-Dazs Teaser Ad #2

The second teaser ad is entitled “The Heist.” The action continues with the Chevelle driving at a high rate of speed.  A Haagen-Dazs ice cream truck and its driver also travel on the highway.  Then the loud skidding of wheels is heard followed by an image of an ice cream cart’s wheels.

Because it is a teaser, it ends with the classic “To Be Continued” words pictured.

Competing in the Super Bowl ad business is as cutthroat as the Super Bowl game.  Ad spots were sold out as of the beginning of November at a reported cost of $7 million for a 30-second spot.

Companies want to be recognized as having the best or most memorable ad.  It remains to be seen if Haagen-Dazs will succeed in its first year competing against the likes of perennial favorites: Budweiser, Bud Light, Doritos, and Coca-Cola to name a few.