'Unfrosted' Review: What's the Deal With Pop-Tarts?

Pop-Tarts were invented over four hectic months in 1964. Jerry Seinfeld has been developing jokes about them for over 10 years, first in his stand-up act, and now as a full-fledged, fully ridiculous feature comedy targeted to the audience's sweet-and-salty dopamine receptors. "Unfrosted," directed by Seinfeld with a script by him and longtime collaborators Spike Feresten, Andy Robin and Barry Marder, gives the comic his first-ever live action leading film role as Bob Cabana, a fictional cereal flack who revolutionizes the breakfast industry. (William Post, the real-life person who helped create Pop-Tarts, died in February at the age of 96.) Cinema has endured branded biopics on everything from Air Jordans to the BlackBerry to Flamin' Hot Cheetos. This is the only corporate saga whose main ingredient is high-fructose sarcasm.

Should we care about the history of the Pop-Tart? Seinfeld postures that the Kellogg's launch of a mylar-wrapped, shelf-stable, heatable pastry is a technological innovation on the scale of the space race and the Manhattan Project. One pivotal move comes when Cabana hires Donna Stankowski (Melissa McCarthy) away from NASA's beakers of Tang. As the launch date nears, the cinematographer William Pope shoots close-ups of scorching toaster springs with the drama of a roiling booster rocket.

The film is as estranged from the facts as Pop-Tarts are from genuine fruit. Still, it's true that Battle Creek, Mich. — "cereal's Silicon Valley," Seinfeld once cracked — was ground zero of a Cold War rivalry between Kellogg's and General Foods to sell a breakfast that broke free from the need for a bowl and spoon. Here, the General Foods' owner Marjorie Post (Amy Schumer), once the richest woman in America, swans about in jewel-toned turbans and jets off to Moscow to enlist Nikita Khrushchev (Dean Norris) in her cause. At the same time, the dimwitted head of Kellogg's (Jim Gaffigan) allows his company to align with President John F. Kennedy (Bill Burr), Chef Boy Ardee (Bobby Moynihan), the celebrity fitness guru Jack LaLanne (James Marsden), and the early computer Univac who acts up in ways that recall Bing's sexually charged A.I. chatbot. Things take an even darker turn with the entrance of a vengeful milkman (Christian Slater) and a threatening figure named El Sucre (Felix Solis) who's aware that millions of dollars hinge on access to his addictive white powder.

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