Watch cookware brand HexClad’s debut Super Bowl ad with Gordon Ramsay and Pete Davidson

Direct-to-consumer cookware brand HexClad is running its first-ever Super Bowl commercial with a spot featuring Gordon Ramsay and Pete Davidson. The ad, called “Unidentified Frying Object,” spoofs the sci-fi movie genre by showing Ramsay (who is a HexClad partner) at Area 51 being briefed by a military commander on a new alien species of “foodies” for whom Ramsey will need to cook. The celebrity chef makes use of a HexClad pan, which is referred to as “top-secret cooking technology.” The alien turns out to be Pete Davidson. The 30-second spot, from Rosewood Creative, will run in the first half of the Feb. 9 game on Fox. Watch the extended version below. HexClad, which was founded in 2016, uses “non-stick hybrid technology” that incorporates stainless steel surfaces and an aluminum core, according to its website. The brand claims to be the first kitchenware brand to run a Super Bowl. “We’ve been making bold gambles on ourselves since day one, when people told us you can’t sell cookware direct-to-consumer, but we’re tenacious and have continued to hit milestone after milestone with the business,” Daniel Winer, HexClad’s co-founder and CEO, said in a statement to Ad Age. “It’s extremely unusual for a DTC brand to advertise in the Big Game, but it’s been our unorthodox path that’s gotten us here, so the time felt right.” This is not Ramsay nor Davidson’s first Super Bowl spot. Ramsay was part of a cast of celebrities who stepped in when Alexa lost her voice in Amazon’s 2018 Super Bowl spot. Davidson appeared in a trio of Hellmann’s Big Game ads with Kate McKinnon, Jon Hamm and Brie Larson and Jerod Mayo. Loading…

Watch cookware brand HexClad’s debut Super Bowl ad with Gordon Ramsay and Pete Davidson

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