It is a monument of American stand-up, idol of Gad Elmaleh, cited as a model by many comedians. So Jerry Seinfeld, 70 years old, more than forty of whom have been in comedy, was expected around the corner for his first feature film. “Unfrosted: The Pop-Tart Epic” is available since Friday, May 3 on Netflix. And it’s a nice surprise. The film is where we expected it to be: absurd and offbeat.
The actor and now director chose to tell the story of competition between two agri-food giants in the 1960s. A true story? In part. Jerry Seinfeld based himself on a real episode to add his touch of fantasy. In 1963, Kellogg’s, whose CEO had just created controversy by advising families who wanted to save money to also consume its products at dinner, already reigned supreme in the breakfast cereal market. But its competitor, Post, is developing a cereal biscuit filled with jam, to be enjoyed without milk. A revolution. Kellogg’s responded by creating its own similar cookie, the “Pop-Tart”, which quickly became a hit, becoming a classic snack in the United States. But which, strangely or not, has never had success in France.
The true story ends there. Because Jerry Seinfeld then had fun with the scenario, without bothering with the real facts. His character, Bob Cabana is the (invented) manager of Kellogg’s. With the heir of the family, a simple-minded CEO played by the formidable Jim Gaffigan, and a whimsical creative director, it is he who leads the hostilities in this breakfast war.
We find the caustic and grating spirit of Seinfeld
In the opposite camp, the president and heiress of Post, played by the irresistible stand-up artist Amy Schumer, is not going to let anything go. The fight will be merciless. We laugh from the start in this crazy universe, like its creator, with well-felt jokes that follow one another like in a “comedy club”.
We find the caustic and grating spirit of Seinfeld who had fun, even if it sometimes bordered on overdose. The writing is chiselled. The spirit of the sixties, where everyone at parties dances the twist, brings an extra touch of lightness. Favorite for the dairy lobby who, unhappy that we no longer need them with this new biscuit, put pressure on Cabana worthy of the cruelest Italian mafiosi.
We love seeing Hugh Grant as a failed actor who aspires to play Shakespeare, forced to disguise himself as Tony, the Frosties tiger. He leads the revolt of Kellogg’s mascots who attack the company’s headquarters. The nod to the attack on the American Congress by Trump’s supporters makes you smile. Kennedy, president at the time, also took it for granted. And Seinfeld still has other surprises in store, which we won’t reveal here so as not to spoil the fun. A good moment of pure entertainment.
Editor’s note: “Unfrosted: the epic of the Pop-Tart”,
American comedy by Jerry Seinfeld, with Jerry Seinfeld, Hugh Grant, Amy Schumer, Jim Gaffigan, Melissa McCarthy. 1h35