In Pop-Tarts’ Super Bowl debut, the Kellogg-owed snack promoted its new pretzel product. 

The 30-second infomercial parody from MRY stars “Queer Eye” personality Jonathan Van Ness stumping for the new pretzel-like product, which is shaped like a standard Pop-Tart and comes in flavors including chocolate and cinnamon sugar. “From ho-hum to so yum,” he says, giving the snack a drab-to-fab makeover while wearing a sequined Pop-Tarts shirt.

“Infomercials are a tried-and-true format for launching new product innovations, so we wanted to create a self-aware infomercial that lived up to that ingenuity," James Wood, head of creative at MRY, said in a statement. "Our priority was to work with a genuine, outspoken fan of Pop-Tarts, and Jonathan has more than proven his fan cred.”

The commercial, which aired in the second quarter, seemingly failed to land with audiences, coming in second-to-last in USA Today’s Ad Meter ranking.

BRAND: Pop-Tarts

AGENCY: MRY

QUARTER AIRED: Q2

SUPER BOWL: LIV

YEAR: 2020