The Hexclad Super Bowl announcement made Gordon Ramsay Cook for Pete Davidson and other extraterrestrials

The first hexclad Super bowl AD does not concern his star and brand co -owner Gordon Ramsey, his comic leaf Pete Davidson, or whether or not celebrities are foreigners.

It is a question of convincing more than 100 million consumers to spend a little more for kitchen utensils once, then maybe never again.

For those who do not know HexcladeIt was founded by Danny Winer and Cole Mecray in 2016 after the two had just closed their home operation, Juicepresso. Funded with more than $ 500,000 of Winer and Mecray savings, retirement accounts, credit cards, loans to small companies from American Express and part -time jobs, Hexclad was built around stainless steel pots with hexagonal antiadthics form with ceramic surfaces that the duo has packaged for shipments in expeditions in stainless steel with ceramic surfaces that the duo has packaged for shipping in stainless shipping their backyard .

Today, after receiving an initial distribution via Costco and Pick up Ramsay as a partial ownerThe company reports more than $ 300 million a year. This provided enough cushion for them and their creative partners in Rosewood to make a madness over 30 seconds of antenna time on Fox during the Super Bowl 59, where Advertisements exceed $ 8 million.

“With the Super Bowl, we say to ourselves,” Can we make it work? ” We can. “Will it hurt financially?” He will do it, ”Winer told Adweek. “But he said to the world:” Hey, we had a better mousetrap, and we strive to have a better customer experience “, and can we present this to the greatest number of households as possible? Yes.”

Ramsay has personal participation in the success of the Hexclad Super Bowl.Anton Watts and Rosewood Creative

The market says it is a message to which customers are open at the moment. This year’s Super Bowl is flooded with new advertisers, including Bosch, Coffee Mate, Häagen-Dazs, Instacart, Nerdwallet, Ritz and Totino. These brands focus more on consumer comfort such as sustainable products, financial products and snacks rather than on articles of larger hairdresser or luxury.

The mediaradar marketing intelligence platform noted that these seven new arrivals from the Super Bowl above spent collectively $ 1.1 billion in advertising from January to October from last year, which each observes growth in One year to the next. During a controversial election in the United States, plagued by consumers’ uncertainty, Winer saw the kitchen at home and sustainable products as a gentle sale with the right delivery.

Its Rosewood Creative partners have accepted.

“We are actually engaging with the product and we are able to put this level of creation in these campaigns because we believe in the product,” said Amir Mohamadzadeh, general partner of Rosewood. “The way we wrote the script, we can in fact see that it is a real scene that occurs in real life: if a gourmet extraterrestrial came on earth, we see that Pan was on this wall.”

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With Gordon Ramsay already playing an active role with Hexclad both behind the scenes and in his marketingWiner said he was not in doubt that he would be part of the first announcement of the company’s super bowl. Yes, Ramsay still has a star restaurant with three Michelin, a complete empire, several television shows, several sponsorships and a new formula 1 partnership in Tendre, but Winer said that he always asked Hexclad leaders for figures sales and makes plans for the company in 2026 and 2027.

“There is an advantage to have Gordon,” said Winer. “Gordon has a commitment to excellence, and whether you are a fan of his programs or not, you can see the level of expertise he brings them.”

But there is a question of how to present Ramsay as a spokesperson and how to use his relations with other celebrities. Its recent spots for online game Hay day And Welch fruit snacks Having heard his thorny character on the screen while trying to move away from his use as a punch line.

With Hexclad, Ramsay is simply used as a well informed foil reserved for those of the Bunker of the 51 region around him. In the Super Bowl spot – “unidentified frying object” – a general played by actor Jeryl Prescott (all the men of the queen, The Walking Dead) tells Ramsay that extraterrestrials exist, they are gourmets and they want him to cook for them. She then hands him a hexclad pan and informs her that his own kitchen utensils are based on the leak of extraterrestrial technology eight years ago.

Among the hungry extraterrestrials CGI warming the signing beef of Ramsay Wellington in the room is their ambassador, Pete Davidson – which implies that all celebrities are extraterrestrials and says to a faced ramsay that it is not famous to be A. For Davidson, who has taken a step back from performance This year to focus on both personal health and the quality of his projects, a return to the advertisements of the Super Bowl was not a fact.

“For Pete, there is a notion of when you see it, you get it, but I do not think that if I gave you 10 assumptions of who you would launch, you would immediately guess its name because it is not Released for a little time, ”said Mohamadzadeh. “It values ​​do a little less and make these roles more impactful, so this role for him is a cameo, but it is a striking cameo.”

Part of this impact was also felt behind the camera. Davidson’s ability to rifle on the set and the jokes of jokes with Ramsay created Palpble Energy, who, according to Mohamadzadeh, has created a pleasant shooting experience for the Rosewood crew. Winer, meanwhile, hoped there would be room in the countryside for the outings of Ramsay and Davidson’s Back’s.

These behind -the -scenes clips would only increase an already substantial campaign. Before the full announcement was broadcast, Rosewood showed zone 51, after the whims for Tiktok detectives in the weeks, the Hexclad electronic commerce site, in the meantime, will set out a Test of the Super Bowl 59. Kitchen destination page, sales promotions related to the Super Bowl after the event, and a prolonged online cut of 60 seconds from the Super Bowl spot.

Throughout the story of Rosewood, Mohamadzadeh said that the agency had worked under the conviction that stories travel further on social networks. While the announcement of the Super Bowl itself will have a huge range, Rosewood wanted to build a story that was not only worth it to share but convincing enough to justify a more in-depth investigation.

“You will hear the background and you will see his trip and how he was taken there and why it was so important for the whole story,” said Mohamadzadeh. “If you want to make a big investment in the Super Bowl, you need to archite a plan that creates entertainment and creates from online sharing before the big version.”

A non -Alien concept

Hexclad pans Cost between $ 109 and $ 229 each, depending on size and use. The complete sets of kitchen utensils vary from a two -room start -up pack from $ 180 to $ 3,000 for a full 24 -room kitchen set.

It is an important premium compared to the start -up kitchen utensils and the sets generally bought by Hexclad Target Consumers in their thirties, but the company thinks that it can justify it if customers see guarantees Save the most expensive products and look at them from first hand.

Hexclad’s partners in Rosewood noted that agency’s work on an announcement of 2024 for Fiat With Giancarlo Esposito and Spike Lee Forced the automaker to send a vehicle to the agency first to test. Having a similar experience with Hexclad convinced the agency that it could successfully assert the case of kitchen utensils to the Super Bowl viewers.

“Many things we do, and Fiat is actually another example, the relationship is pure reality between Spike and Giancarlo,” said Mohamadzadeh de Rosewood. “This is also what we tried to do with Hexclad: we tried to make it real.”