Häagen-Dazs has purchased national air time during Super Bowl LIX in 2025. The campaign signifies a historic moment for the brand, who will invest in the game for the first time in its more than sixty-year history as a premium ice cream brand.

The Super Bowl commercial is part of the company’s “That’s Dazs” campaign. Launched five years ago, the campaign has significantly grown awareness among a new generation of consumers. As of 2025, Häagen-Dazs was the number one ice cream brand in America, and can be found in 25% of American households. The company pursued the campaign in order to reach out to their audience in the year’s biggest and most watched sporting event.

The brand dropped a teaser with a Chevy Chevelle reving up and turning on its headlights during the Los Angeles Chargers vs. Houston Texans NFL Wildcard Game on Saturday, January 11, 2025 in Houston, Texas.