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With the upcoming release of Jerry Seinfeld's "Unfrosted" on Netflix, the American comedian and producer has teamed up with Pop-Tarts in a comedic new spot that promotes both the film and the breakfast pastry.
"Unfrosted," which marks Seinfeld's directorial debut, dives deep into the origin story of the toaster pastry.
It revolves around the rivalry between breakfast giants Kellogg's and Post Cereal in 1963.
Directed by Seinfeld and made together with Netflix and Publicis Group-owned studio Le Truc, "Unfrosted – a comedy about Pop-Tarts, but the joke is on Jerry," shows Seinfeld being summoned to the Pop-Tarts HQ over trademark concerns surrounding his film.
This prompted a meeting between the actor and Pop-Tarts president Kelman P. Gasworth, along with other board members and the Pop-Tarts mascot, Tarty.
"It's my understanding that you neither sought nor received permission to use our product in your movie," Gasworth tells Seinfeld.
The president then asks if Seinfeld knows about trademark infringement, which the latter looks to be not familiar with.
"Actually, it's quite simple. You see Mr. Seinfeld, you took something of ours, and now, we're going to take something of yours," Gasworth proclaims.
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Tarty then reveals Jackie Chiles, Schmoopie, and the Soup Nazi — characters from the beloved '90s sitcom "Seinfeld" — trapped inside a glass cage, kept hostage by Pop-Tarts.
"They're my characters now. Tell me how does it feel when people steal your ideas and then do whatever they want with them?" the president asks the "Bee Movie" star.
"You mean like Friends?" Seinfeld hilariously quips, taking a jab at the still-popular sitcom.
The president then presents the room with Pop-Tarts' new comedy show, "People In Pontiacs Eating Pop-Tarts," ripping off the show "Comedians in Cars Getting Coffee," which Seinfeld himself hosts.
Diving into even stranger territory, the president takes over the actor's job as a comedian, making cringe-worthy stand-up jokes in front of a near-empty crowd.
The spot closes with the screen plugging Netflix's "Unfrosted" streaming on May 3 and the text, "Not brought to you by Pop-Tarts."
'The Frosting on Top'
While the brand has denied any involvement with the creation of Seinfeld's upcoming comedy, it saw a golden marketing opportunity that would position itself as a self-aware company with the ability to poke fun at itself.
"When Seinfeld hijacks your brand story, the response isn’t a lawsuit, it’s to get in on the fun," Le Truc Chief Creative Officer Julia Neumann explained in a statement.
"Our digital short is based on the true story of Jerry not asking for permission to create 'Unfrosted,' a movie not brought to you by Pop-Tarts," she added.
Leaning into the jokes, the Kellanova-owned brand even launched a contest that would give fans the chance to win limited-edition "Trat Pops," which references a scene in the upcoming film related to a typo.
"Having Seinfeld tell Pop-Tarts' origination story is bigger than any branding opportunity we could have imagined, but hijacking his IP in return might just be the frosting on top," Neumann concludes.
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Editing by Katherine 'Makkie' Maclang
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