Jonathan Van Ness Helps Pop-Tarts Add Sparkle to Boring Pretzels in Super Bowl Spot

The brand's 30-second ad will air at the end of the first half

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

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!”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in