Lacking Style & Substance, Seinfeld’s New Comedy Provides A Few Lackluster Laughs

In Jerry Seinfeld’s new film, Unfrosted, the fictionalized origin story of the Pop-Tart is told through a surrealist comedy with the same nutritional value as the sugary treat. Directed by, starring, and co-written by Seinfeld, few moments boast the type of comedy Seinfeld and Larry David made famous on Seinfeld. That being said, there are moments of genuinely clever lines, and the performances of Melissa McCarthy and Jim Gaffigan show that even the most seasoned comedians can still give their all to a new role. At just over 90 minutes, Unfrosted is a diverting if underwhelming addition to Netflix’s portfolio.

Unfrosted is a 2024 biographical comedy directed, written, and starring Jerry Seinfeld. The film takes place in 1963 Battle Creek, Michigan, where Kellogg’s and Post are fighting to create a new world-changing breakfast pastry.

Pros

• Unfrosted’s script has some merit
• The film has a few laughs

Cons

• Unfrosted feels too much like a commercial for Pop-Tarts
• The direction is lacking, as are the sets
• Jerry Seinfeld’s performance feels too phoned-in
• None of the characters make an impression

Jerry Seinfeld as a director is markedly different from Seinfeld the comedian and actor. Unfortunately, as he’s aged into extreme stardom and worldwide notoriety, it sometimes feels like he’s stopped trying. While most characters are motivated by an extreme sense of urgency, Seinfeld’s character, Bob Cabana, is thoroughly apathetic toward his cause. However, despite its flaws, Unfrosted is fun. The script indicates that a group of old friends came together to make each other laugh. The core idea of taking something as absurd as the race to create the Pop-Tart has merit, but something’s missing.

Unfrosted Feels Like A 90-Minute Commercial Break

Capitalism is king in this satirical take on the breakfast cereal competition

The brand biopic movie has been running rampant in Hollywood, and lately, it seems there’s no escape. Though almost all films of this genre are satirical, or at the very least, tongue-in-cheek, that doesn’t stop them from giving the audience the uncomfortable feeling that this isn’t a work of art, it’s just an ad. While Unfrosted shouldn’t be taken too seriously, and one comedy certainly won’t be the end of artistic expression, even the funniest moments of the film are tainted by the fact that every moment of the story feels bought and paid for by Kellogg’s.

Many breakfast and food mascots appear in the Pop-Tart movie, including Hugh Grant as the original face behind Tony the Tiger. Grant is giving shades of his Paddington 2 villain in this role. There’s a brief moment when it seems the undervalued mascots will band together to make a stand, it’s just another butt of a joke with an underwhelming punch line. Comedy is a valuable genre, even if it’s the art of making people laugh, it’s still an art form. Unfrosted’s commitment to absurdity forgets that taking its premise more seriously would make the jokes hit harder.

Technically speaking, Seinfeld doesn’t excel in the detail-oriented role of director. The stylization, costumes, and immersion into the candy-colored world of high-powered cereal executives should be commended, and mid-century aesthetics almost always are a surefire way to capture audience attention. However, these attributes grow stale, especially since every scene feels strangely alien and plucked from a Sears catalog. The cuts and pacing of the film are so disorienting that it almost leads me to believe it was done on purpose, but not quite. How fake the sets and props are isn’t charming, it’s plastic.

Trying to juggle too many metaphors and allusions can bog down a film, and we rarely get a moment to breathe between references. It was a culturally significant time, but trying to incorporate the space race, the advertising boom, JFK’s presidency, and almost every other momentous event is a lot to handle. There’s never a second of concern about whether Kellogg’s Pop-Tarts will succeed, as we have handy insight into the future. However, good movies, especially comedic ones, should keep us on the edge of our seats even when the outcome is known.

Despite Unfrosted’s Many Cameos, No Characters Stand Out

Almost every comedian Seinfeld knows appears in the film

A few of the cameos do provide some off-putting if genuinely surprising material. To say that the movie is star-studded would be a vast understatement. On the surface, this seems like an effective ploy to keep us engaged, but it diminishes any character development that could have happened. Almost every role is played by an actor so big that it’s impossible to separate them and their persona from the character they’re playing. Due to this, no one is memorable or provides a hint of growth.

It’s not entirely fair to expect a lot from Unfrosted, as the movie never claims to be something it’s not. Going in with no illusions that the film will have a secret deeper message or any form of an emotional core allows for enjoyment along the lines of a Pop-Tart. It’s not supposed to fill up customers, or even be good for them. However, it’s passable enough that the overt flaws can be missed if nobody’s looking for them. If anything, Unfrosted makes a good metaphor for the Pop-Tart itself, if not a stellar cinematic achievement.