HexClad is making history as the first cookware brand to air a Super Bowl ad, joining a rare group of direct-to-consumer brands willing to invest in the high-profile platform. The commercial, starring Gordon Ramsay and Pete Davidson, playfully suggests that HexClad pans are made from “top secret alien cooking technology.” The ad features Ramsay cooking for an alien at Area 51, only to reveal Davidson playing himself, joking that “all famous people are aliens.”
Co-founder and CEO Danny Winer said the idea for a Super Bowl spot started as a joke last summer before executives decided to take the gamble. With 100 million viewers, the campaign is not just about selling cookware but introducing HexClad to a broader audience. Ramsay, a longtime brand ambassador, pushed for Davidson’s involvement, resulting in a natural comedic chemistry between the two.
Beyond the game-day spot, HexClad plans to sustain momentum with an extended social media campaign, which Ramsay has been teasing for weeks. While Winer acknowledges the cost is significant, he sees it as a long-term investment to position HexClad as the go-to brand for premium cookware, knives, and kitchen accessories. “We need this to succeed,” Winer said, emphasizing the broader brand awareness strategy over immediate ROI.
