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Totino’s Pizza Rolls is betting that snacks, comedy, and aliens will be the way to people’s hearts and stomachs with its upcoming Super Bowl debut.
The General Mills brand has again enlisted comedy duo Tim Robinson and Sam Richardson to bring its bite-sized pizza nuggets to the big stage, along with a crying girl and an alien who may or may not be named Chazmo.
Totino’s Super Bowl teaser continues characters that it introduced in October during football season with “Chazmo Goes Home.” In that spot, Robinson and Richardson ask an alien called Chazmo for compensation for the Totino’s Pizza Rolls he ate on Earth. The alien goes from kindly to snarky, telling the guys that he doesn’t owe them anything, and that his name isn’t even Chazmo.
“We wanted to continue to give Tim and Sam creative freedom to let their comedic style shine. They’re back with that natural chemistry, making them the perfect duo to elevate Totino’s Pizza Rolls into something epic for fans during our Big Game debut,” Blake Holman, business unit director for Totino’s Pizza Rolls, told ADWEEK.
The teaser shows the characters as a voiceover says: “If you only watch one commercial during the Big Game, make it the one for Totino’s Pizza Rolls, and close your eyes for all the other ones.”
Joining Robinson and Richardson are writer Zach Kanin, co-creator, producer, and writer of TV shows I Think You Should Leave and Detroiters, and director Alice Mathias, also from I Think You Should Leave.
“Zach Kanin’s comedic brilliance and collaborative approach allow the cast to thrive, creating humor that feels authentic. His ability to work with Tim, Sam, and Alice has ensured that our Big Game campaign will deliver fresh and hilarious moments that will have fans talking,” said Holman.
Totino’s Super Bowl campaign marks General Mills’ first Big Game spot in more than a decade.
“We’re an epic Midwestern brand, and leveraging the power of the national stage is part of our strategy to expand beyond our regional fans and capture an even larger share of the category coast to coast,” said Holman.
The campaign was created in partnership with Dentsu Creative, with agencies UM, Edelman, and The Social Lights also involved.