Entering the realms of delightful absurdity, Jerry Seinfeld at the age of 70 decides to playfully resurrect the feel of early 2000s satirical children’s films with his directorial debut. ‘Unfrosted,’ a Netflix original, serves an outlandishly humorous take on the birth of Pop-Tarts. Not meant to be taken as a serious cinematic venture, this film indulges in the kind of eccentric fun that ironically seems to cater almost to an adult sense of humor with its layers of innuendo.
1963, Battle Creek Michigan, the fictional cereal hub of America, provides the backdrop for ‘Unfrosted,’ where kids’ breakfast choices evidently trump nuclear crises. A United States president prioritizes combating “commie breakfast” over Russian nuclear threats in this fictional tale. The narrative, sprinkled generously with bizarre elements, includes a memoriam segment for cereal icons like ‘Wilt Chamberflakes’ and ‘Grandma’s Holes’ during an awards show akin to the Oscars, reimagined for the breakfast cereal industry.
Seinfeld bestows upon himself considerable room to maneuver in this frolicsome territory through the use of a narrative voice intended for the ears of a curious child. The viewer is tantalized with the thought of what more adult interpretations of history might exist beneath the surface. The film’s subversive humor touches on various topics, from a libidinous version of John F. Kennedy to the questionable past of Sea-Monkeys creator Harold von Braunhut.
At its core lies a fictional, yet creative retelling of the Kellogg’s and Post breakfast cereal rivalry, portrayed through the lens of a battle to invent the Pop-Tart. The ensemble cast, featuring Edsel Kellogg III (Jim Gaffigan), NASA scientist Donna Stankowski (Melissa McCarthy), and a collection of quirky characters like a fitness coach and a soft-hearted ice cream salesman, strive to beat their corporate competitor, led by Amy Schumer’s ‘Madamme Cereal,’ to the punch. The plot thickens as the Kellogg’s team attempts to buy out a sugar magnate to sabotage Post’s efforts.
As the film’s madcap scenarios unfold, we’re treated to peculiarities such as pasta-Sea-monkey hybrids and cereal mascot strikes, ensuring the audience’s attention. Nonetheless, Seinfeld’s signature comedic style initially impresses but eventually becomes repetitive, with the wealth of brief celebrity cameos failing to deliver impactful dialogue or develop the underlying corporate rivalry.
Despite Jerry Seinfeld being well-regarded for his observational comedy, the film’s humor falls shorts of expectations, coming across as an array of disconnected sketches featuring secondary characters, their antics, and contributions to cereal innovation. Slapstick comedy within the film seldom hits the mark, and it fails to compensate for its lackluster comedic script with solid storytelling.
The production values and special effects of ‘Unfrosted’ are notably high-quality, featuring over twenty celebrity cameos and touching upon numerous contentious topics. It’s a film ripe with moments poised to become internet memes, yet lacking a cohesive narrative to elevate its quality. One point in the film wryly critiques the idea of adding frosting to Pop-Tarts, a sentiment that mirrors the film’s own reliance on style over substance.
‘Unfrosted’ can currently be found on Netflix, where it offers audiences a lavish visual display and moments of chucklesome wit. Despite these merits, it seems Jerry Seinfeld’s comedic venture is like taking a bite of something overtly sugary—it’s initially pleasurable, but ultimately, it fails to leave a lasting taste.