Jonathan Van Ness Freaks Out About Pretzels in Pop-Tarts’ Super Bowl Ad

The Kellogg's brand will be touting its new pretzel flavor

jonathan van ness looking adorable
Jonathan Van Ness is a lifelong Pop-Tarts super fan, according to the brand. Pop-Tarts
Headshot of Kathryn Lundstrom

In a new teaser for Pop-Tarts’ first Super Bowl appearance, Jonathan Van Ness is not happy.

Standing at a snack table covered in what he complains are all dry, boring options, the Queer Eye star‘s annoyance escalates to something of a tantrum as he screams, “Somebody needs to fix this!”

It’s Pop-Tarts who heeds his cry. We’ll have to wait until Feb. 2 to see the happy ending in full, but the 55-year-old brand announced today that the 30-second Big Game spot by MRY will feature the new Pop-Tarts Pretzel—a variation on the classic toaster pastry that launched this month.

Van Ness, the hairdresser and superstar of Netflix’s Queer Eye reboot, was a “natural fit,” said Pop-Tarts senior director of marketing Phil Schaffer in a statement. He was already a loyal brand advocate, according to Schaffer, and “when it comes to ‘bringing out your best,’ nobody does it better.”

The new product is the brand’s first attempt at adding a salty flavor to its classic sweet treat. It’s on shelves now in chocolate and cinnamon sugar flavors with a “pretzel-inspired” crust.

According to Van Ness, the commercials were always the main attraction of the Big Game when he was growing up. But starring in an ad is “the most surreal ever,” he said in a statement. “Who knew that pretzels could be such a diva? I couldn’t be happier to help this salty classic show off its sweet side with new Pop-Tarts Pretzel on one of the biggest snacking days of the year.”

The spot will air just after the first half’s 2-minute warning.


@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
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