Hexclad Super Bowl -Nonce draws Gordon Ramsay and Pete Davidson

Debut Hexclad Super Bowl ad is not about his star and brand-owner Gordon Ramsey, his comic foil Pete Davidson, or whether celebrities are foreigners or not.

It’s about convincing more than 100 million consumers to spend a little more on cookware once, so maybe never again.

For those who don’t know Hexcladit was founded by Danny Winer and Cole Mecray in 2016, after the two had just closed their home -press surgery, JuicePresso. Funded with more than $ 500,000 of Winer and Mecays’ savings, pension accounts, credit cards, American Express Small Business and Loans part -time, Hexclad was built around hexagonally shaped nonstick stainless steel pans with ceramic surfaces that the duo packed for shipping in their backyard.

Today, after receiving some initial distribution through Costco and Picking up Ramsay as a partial ownerThe company brings in more than $ 300 million a year. It probably gave the pillow to them and their creative partners at Rosewood to make a Splurge of 30 seconds of air time on Fox under the Super Bowl 59, with ads going over $ 8 million.

“With the Super Bowl, are we like ‘Can we make it work?’ We can. ‘Should it hurt financially?’ It will, ”Winer told Adweek.” But says it to the world, ‘Hi, we got a better mousetrap and we strive to have a better customer experience,’ and can we introduce it to as many American households as possible? Yes.”

The market says it’s a message that customers are open to right now. This year’s Super Bowl is flooded with first-time advertisers, including Bosch, Coffee Mate, Häagen-Dazs, Instacart, Nerdwallet, Ritz and Totino’s. These brands are more focused on simple consumer comfort such as durable goods, financing products and snacks rather than larger ticket or luxury items.