‘Unfrosted’ Review
Stars: Jerry Seinfeld, Rachael Harris, Christian Slater, Jim Gaffigan, Hugh Grant, Amy Schumer, Mikey Day, Patrick Warburton, Max Greenfield, Melissa McCarthy, Thomas Lennon, Bobby Moynihan, James Marsden | Written by Jerry Seinfeld, Spike Feresten, Andy Robin | Directed by Jerry Seinfeld
Between his stand-up comedy and acclaimed sitcom series, Seinfeld, it is an understatement to say that Jerry Seinfeld has become a hit both on stage and on the small screen. The star tried following up that success on the big screen with 2007’s Bee Movie, although that stopped when the film only gained popularity nearly a decade later as an internet meme. Seinfeld makes his second attempt with Unfrosted, which also serves as his feature directorial debut, although it would be surprising if this even became popular as an internet meme.
Set in 1963, the story sees a battle for cereal domination between rival businesses Kellogg’s and Post. When Kellogg’s employee Bob Cabana (Seinfeld) discovers that Post are creating a new product that could dominate the market, it becomes a race against time for Kellogg’s to create an item which could change breakfast forever – the Pop Tart.
There is a decent idea at the centre of Unfrosted, as the invention of pop-tarts is treated with the seriousness and life-changing impact of the space race. In the right hands, there is potential for surrealist comedy gold to be mined from that idea, while also parodying the recent trend of brand biopics like Flamin’ Hot and Tetris. Such lofty ideas feel out of reach with this final cut, which stretches out the initial idea because there is little else to offer and makes it a shame this project was in Seinfeld’s hands.
Despite running for just 97 minutes, there seems to be an uncertainty of how to fill the seemingly slim runtime. When the story is padded out with subplots involving a cabal of milkmen, a frowned upon romance between rival cereal company bosses, and a cereal mascot insurrection recalling the January 6th Capitol attack, it feels like the script was made up of assorted sketches that were stapled together.
The most damning thing is that the film is just not funny. With such an array of cast members and cameos from entertaining figures, it is saddening how underserved they are by such timid material. For a film that wants to deliver an absurd premise, it is baffling how hesitant the film feels about embracing such absurdity. Unfrosted could have worked as a parody of brand biopics, but the material is too feeble to accomplish that.
½ 0.5.5
Unfrosted is available to watch now on Netflix.
