It's rare that smaller newer companies have the money for a Super Bowl commercial, which makes it all the more interesting that a direct-to-consumer brand, HexClad, will become what it says is the first cookware brand to buy a spot during the Big Game, and one of only a few DTC brands to bet on such a big platform.
CEO Danny Winer says executives at the company began joking about a Super Bowl ad last summer, “but then you start thinking about it, and maybe it’s not as crazy as it sounds. The more we bounced around the idea, we were like, ‘you know what? We’ve gambled a bunch of times on ourselves. Let’s gamble one more time,'” he added.
HexClad has been able to gain marketshare in the crowded cookware space with a high-profile brand ambassador: Celebrity chef (and Fox reality star) Gordon Ramsay.
Ramsay also stars in HexClad’s Super Bowl ad, where he is tasked with having to prepare a meal for a newly-discovered alien species at Area 51 (HexClad pans, it turns out, are made of “top secret alien cooking technology”). The twist? The alien is actually SNL's Pete Davidson, playing himself. Watch:
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