HexClad Super Bowl Ad Draws Gordon Ramsay and Pete Davidson

The debut HexClad Super Bowl advert isn’t about its star and model co-owner Gordon Ramsey, his comedic foil Pete Davidson, or whether or not or not celebrities are aliens.

It’s about convincing greater than 100 million shoppers to spend a bit extra on cookware as soon as, then maybe by no means once more.

For these unfamiliar with HexClad, it was based by Danny Winer and Cole Mecray in 2016 after the 2 had simply shut down their residence juice-presser operation, Juicepresso. Financed with greater than $500,000 of Winer and Mecray’s financial savings, retirement accounts, bank cards, American Specific small-business loans, and part-time jobs, HexClad was constructed round hexagonally formed nonstick chrome steel pans with ceramic surfaces that the duo packed for cargo of their yard.

At present, after receiving some preliminary distribution by Costco and picking up Ramsay as a partial owner, the corporate brings in additional than $300 million a 12 months. That supplied sufficient cushion for them and their artistic companions at Rosewood to make a splurge on 30 seconds of airtime on Fox throughout Tremendous Bowl 59, the place ads are going above $8 million.

“With the Tremendous Bowl, we’re like, ‘Can we make it work?’ We are able to. ‘Is it going to harm financially?’ It’s going to,” Winer advised ADWEEK. “However does it say to the world, ‘Hey, we acquired a greater mousetrap, and we try to have a greater buyer expertise,’ and may we introduce that to as many U.S. households as attainable? Sure.”

The market says that’s a message clients are open to proper now. This 12 months’s Tremendous Bowl is flooded with first-time advertisers, together with Bosch, Espresso Mate, Häagen-Dazs, Instacart, Nerdwallet, Ritz, and Totino’s. These manufacturers are extra centered on easy shopper comforts like sturdy items, finance merchandise, and snacks somewhat than bigger-ticket or luxurious gadgets.