Playing the part of an enthusiastic infomercial host, Queer Eye’s Jonathan Van Ness stars in Pop-Tarts’ 30-second Super Bowl spot, which was created by MRY and released today.
The playful, bright-smiling, hair-flipping role is perfect for Van Ness, who asks viewers, “Are you tired of pretzels not being Pop-Tarts toaster pastries? Are you struggs to snack?”
In an over-the-top transformation, along with a costume change, the screen goes from a sad black and white to a bright and glittery technicolor as Van Ness assures snackers that “Pop-Tarts fixed that for you!”
The Gay of Thrones host does his best Vanna White, presenting the Kellogg’s brand’s new pretzel product with his signature charm and sequined flair. The new salty-sweet version of the 55-year-old toaster pastry, the Pop-Tarts Pretzel, was released late last year.
Pop-Tarts’ popularity stems from its “ingenuity,” said MRY’s head of creative James Wood in a statement.
“Infomercials are a tried-and-true format for launching new product innovations,” he said, “so we wanted to create a self-aware infomercial that lived up to that ingenuity.”
It’s the first time Kellogg’s has invested in a Super Bowl ad for Pop-Tarts. For the past two years, it dedicated its Big Game energies and dollars solely to Pringles.
Just after the ad airs following the two-minute warning in the first half, Pop-Tarts will host a live giveaway on Twitter that it’s calling a “pretzel drop,” during which fans can win branded gear like the sequined crop top Van Ness wears in the ad, scrunchies and fanny packs.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the commercials anywhere.