#USA #Los Angeles #Super Bowl #Gordon Ramsay #HexClad

HexClad's Groundbreaking Ad at Super Bowl LIX

HexClad, the world's most innovative cookware brand, is all set to unveil its highly anticipated ad titled "Unidentified Frying Object," which will air for the first time during Super Bowl LIX on February 9, 2025. This historic 30-second spot showcases culinary icon and HexClad partner, Gordon Ramsay, demonstrating the brand's "alien" technology. In a twist of excitement, the ad features a surprise cameo by actor and comedian Pete Davidson in a thrilling intergalactic kitchen adventure.

The ad "Unidentified Frying Object" illustrates HexClad's rapid ascent as a trailblazer in the industry and a leader in direct-to-consumer (DTC) retailing. Set against the backdrop of a high-tech test kitchen in Area 51, the campaign uniquely combines culinary excellence with science-fiction flair. It follows a secret mission that reveals HexClad's hybrid technology as an otherworldly discovery. Viewers are taken on a captivating journey that suggests the brand's revolutionary cookware is simply too advanced to be from Earth.

Daniel Winer, co-founder and CEO of HexClad, stated, "Breaking barriers and driving innovation is what HexClad does best. Being the first cookware brand to advertise during the Super Bowl is a turning point for us, and I am thrilled to share this moment with Gordon, Pete, Rosewood Creative, and our talented global team as we continue to reach for the stars."

This marks a historic moment for HexClad, as it becomes the first cookware brand and one of the very few DTC brands to feature a Super Bowl ad. The campaign for "Unidentified Frying Object" kicked off weeks ahead of the Super Bowl with a viral social media strategy that teased Gordon Ramsay's mysterious visit to Area 51, generating buzz and anticipation around this unprecedented debut.

The campaign is further supported by cohesive creative elements on the e-commerce website, a dedicated landing page for the Area 51 test kitchen, special promotions, and a comprehensive social media outreach.

Rosewood Creative, a dynamic and full-service creative agency known for seamlessly blending social and traditional advertising, brought the ad to life. Their creative philosophy has always been that stories gain traction and foster deeper engagement when they extend beyond traditional channels and 30-second spots. With their expertise in "Culture-First" narratives and social behavior, Rosewood Creative was uniquely positioned to craft a compelling and coherent thread throughout the entire HexClad campaign—one that not only highlights the brand's innovative edge and drives product sales but also offers real value and entertainment to audiences across multiple touchpoints.

Since its inception in 2016, HexClad has revolutionized the traditional cookware market with its signature stainless steel hexagonal pattern, hybrid technology, and patented TerraBond™ ceramic surface. The brand has pioneered a new "hybrid" category and continues to enrich the industry with award-winning innovations in cookware, kitchen tools, cutlery, accessories, and more.

About HexClad

HexClad is a global leader in premium cookware, renowned for its innovative products. Headquartered in Los Angeles, the company designs and sells branded kitchen items, including cookware, cutlery, cutting boards, aprons, and innovative kitchen tools through direct sales channels and strategic retail partnerships. Established in 2016, HexClad has transformed the industry with its patented hybrid technology that combines stainless steel with non-stick surfaces, offering exceptional performance, durability, and ease of use. The brand's mission is to empower cooks of all levels with revolutionary products that challenge conventions and break the rules. This ethos has cultivated a devoted following of brand loyalists around the globe. HexClad has been recognized by Inc. 5000 as one of the fastest-growing brands in America for 2023 and 2024.

For more information, visit www.hexclad.com.