The upcoming Super Bowl commercial breaks are known for featuring some of the biggest companies in the world, including automotive titans, CPG giants, and iconic beverage brands. However, this year, direct-to-consumer brand HexClad is set to make history by becoming the first cookware brand to secure a spot during the Big Game.
HexClad’s co-founder and CEO, Danny Winer, shared that the company initially joked about a Super Bowl ad, but eventually decided to take the gamble. The brand has gained market share in the competitive cookware industry by utilizing a social media-focused strategy and partnering with celebrity chef Gordon Ramsay as a brand ambassador.
Ramsay will star in HexClad’s Super Bowl ad, where he must prepare a meal for an alien species using HexClad pans made of “top secret alien cooking technology.” The alien is revealed to be Pete Davidson, adding a humorous twist to the commercial.
Winer expressed how Ramsay was enthusiastic about the concept and insisted on having Davidson in the ad. The chemistry between the two celebrities on set was evident, resulting in a memorable commercial. HexClad plans to leverage the hype around the ad by continuing social media content post-game.
While the primary goal of the ad is not just to sell pans, HexClad sees it as an opportunity to introduce the brand to millions of viewers. Winer emphasized the long-term strategy of building brand awareness and positioning HexClad as a top-quality kitchenware provider.
Securing a spot during the Super Bowl does come at a high cost, but Winer remains optimistic about the potential benefits for HexClad. The brand is focused on creating a comprehensive ecosystem around the ad to maximize its impact and reach a wider audience.
Overall, HexClad’s Super Bowl debut signifies a bold move for the brand in a traditionally corporate-heavy advertising space. By partnering with Ramsay and incorporating humor into their ad, HexClad aims to leave a lasting impression on viewers and further establish its presence in the cookware market.