Unfrosted leaves us questioning the hype about Pop-Tarts
Jerry Seinfeld’s Unfrosted is his first foray into feature-length directing, and it tackles a hilariously odd topic: the invention of the Pop-Tart. With Seinfeld’s knack for observational humor, you’d think this film would be a comedic slam dunk. The movie does have its moments of cleverness and charm, mainly when it embraces its absurd roots. However, despite its appealing concept and Seinfeld’s comedic pedigree, Unfrosted feels stretched thin, trying to pad out what could’ve been a stellar sketch into a full-fledged comedy.
The plot revolves around the fictionalized, madcap race to bring the first toaster pastry to market in the 1960s. Corporate rivalries, over-the-top marketing schemes, and slapstick miscommunications abound. It’s a delightfully ludicrous idea that Seinfeld leans into with an earnestness that fans of his comedy will appreciate. The film rides on the inherently funny notion that something as trivial as a Pop-Tart could spark such dramatic competition. Yet, for all its winking satire, Unfrosted struggles to keep up its momentum. What starts as a fun concept loses steam halfway through, becoming repetitive rather than escalating the comedy.
Seinfeld’s humor is all over the script, with plenty of quick-witted dialogue and observational jokes. The funniest moments come from the quirky boardroom meetings and the sheer gravity with which the characters treat their pastry pursuits. There’s a clear attempt to parody corporate culture and the absurdities of consumerism, but the jokes don’t always land as intended. Occasionally, the movie feels caught between a satire of American business practices and a straightforward, zany comedy. This tonal inconsistency leaves Unfrosted unsure of whether it wants to be a sharp satire or just a breezy, sugar-coated romp.
The film boasts a strong cast, featuring comedy heavyweights like Melissa McCarthy, Jim Gaffigan, and James Marsden. Their commitment to their roles adds a lot of flavor to the film. Gaffigan, in particular, shines as a beleaguered food executive, delivering his lines with the deadpan humor that’s made his stand-up comedy so beloved. Yet, despite the star power, even these talented actors can only do so much with the material they’re given. The characters come off more as caricatures—amusing in short bursts but not substantial enough to carry the narrative for an hour and a half.
From a visual standpoint, Unfrosted embraces its retro setting with a warm, pastel-heavy aesthetic that screams ’60s nostalgia. The production design is spot-on, filled with rotary phones, oversized advertising props, and an air of mid-century kitsch that works in the film’s favor. However, while the visuals set the right mood, they can’t hide the fact that the movie is essentially one long, drawn-out bit. There are no particularly memorable set pieces or dynamic sequences to break up the static flow, resulting in a film that sometimes feels more like a sitcom stretched to its limits.
The heart of Unfrosted lies in its attempt to satirize the triviality of commercial competition, particularly when it comes to something as mundane as breakfast food. Yet, the movie never digs deep enough into its satire to say anything meaningful. Instead, it opts for an easy, whimsical approach that’s pleasant enough but ultimately lacks bite. It’s entertaining in spurts, with flashes of Seinfeld’s classic comedic timing, but you’re left wanting more than just a light sprinkling of jokes.
Overall, Unfrosted is like a Pop-Tart without the frosting—fine, but missing that extra something to make it truly enjoyable. It’s a fun watch for fans of Seinfeld’s brand of humor and those looking for a bit of harmless nostalgia. But much like its breakfast namesake, it’s unlikely to leave a lasting impression. Seinfeld may have the recipe for comedy down to a science, but here, he’s missing the frosting that could have made this film pop.
