When Jerry Seinfeld conceived “Unfrosted,” his gleefully bonkers portrait of a ‘60s cereal rivalry populated by a gaggle of go-for-broke comedians, Jim Gaffigan was the first to sign on.
The two have been friends for decades. “I had been in communication with Jerry during the lockdown and he had been telling me that he was working on this project,” Gaffigan, 57, recalled in a phone interview.
“I definitely wanted to be involved, but also being friends I was not a friend begging to be in the movie. I was hoping he would ask and I was thrilled when he wrote this part for me.”
“Unfrosted” is a furiously fast-paced send-up of what happened in Battle Creek, Michigan, in 1963 when two cereal giants — Kellogg’s and Post — raced to introduce what became Pop-Tarts, a breakfast entry minus milk that was warmed up in the toaster.
Gaffigan’s Edsel Kellogg III is a distinctly dim Nepo baby who is romantically attracted to his Post rival, the heiress Marjorie Post (Amy Schumer). Edsel, Gaffigan realized, “was this guy who only has the job because he has the last name.”
Seinfeld not only makes his directing debut (at 69!), he co-wrote, produced and stars as Bob, Kellogg’s Number 1 underling. Also aboard: Melissa McCarthy, Maria Bakalova, Peter Dinklage, Fred Armisen and Tony Hale. James Marsden is the era’s mighty fitness guru Jack LaLanne. There’s a mini “Mad Men” revival with Jon Hamm and John Slattery as ad execs with attitude, and Hugh Grant rightfully roars as Kellogg’s Frosted Flakes’ Tony the Tiger. There’s even the Kellogg’s Rice Krispies trio of Snap, Crackle and Pop.
For Gaffigan, what’s it like to be directed by your friend Jerry?
“It kind of melded perfectly because I totally could appreciate what he was trying to accomplish.
“And, if there was an opportunity to pitch an idea, I would bring it up. But there’s a lot of respect for the writing and what we were all trying to do. But he would turn to me and go, ‘You think you can beat this, go ahead and do it.’”
“Unfrosted” becomes nearly surreally demented – JFK makes a cameo at one point. As things get crazier, the frenetic pace remains relentless. Perhaps as a nod to the classic “His Girl Friday” where the memorable dialogue emphatically races and never pauses.
“That’s intentional,” Gaffigan said. “I mean, there was an efficiency to the show ‘Seinfeld.’ Even if you look at ‘Comedians in Cars,’ it’s just two people talking but how it’s edited is so effective and engaging, right?
“You don’t just feel like you’re watching two people, you’re watching an episode of pretty fascinating conversation.”
“Unfrosted” streams on Netflix May 3.
