• by Fern Siegel , January 8, 2024

Big sporting events are best enjoyed with friends and fast food. That's why Totino’s Pizza Rolls is gearing up for the football playoffs.

A new TV ad campaign from Dentsu Creative, starring actor Pete Davidson, explains why Totino’s pizza rolls is even better than traditional flat pizza, a food favorite during games.

“Flat pizza has had its reign for far too long, which is why I’m teaming up with Totino’s Pizza Rolls in the fight for flavor,” said Davidson. "Let’s give the people what they deserve — delicious, piping hot pizza snacks!”

In the first spot, “Pete’s Pre-Game,” Davidson watches his neighbor struggle with a giant-size pizza delivery order, while munching Totino’s snack, proclaiming: “Game day my way.”

In “Pete’s Za Party,”  the comedian inhabits a wacky living-room set up, complete with a conveyer belt producing Totino’s Pizza Rolls, to illustrate how he can enjoy the product without leaving his couch.

"This campaign is all about being over-the-top and funny, two things that Pete Davidson has excelled at in his entire career," Alyssa Ollis, group creative director, Dentsu Creative, told Agency Daily.

Ad spots, created to resonate with both teens and their parents, will run across pre-roll video surrounding the NFL postseason coverage, as well as digital-streaming video platforms, such as YouTube, Twitch and Whistle. Social media goes live on Instagram, Snapchat, Facebook and TikTok through the rest of the season, actively engaging in conversations with fans.

In addition to pre-game spots, the first live Spanish broadcast of the Super Bowl on Univision will feature a Totino's pre-show integration, in partnership with hot-sauce brand Tapatio. Totino’s is also launching its first Spanish-language ad spot, “Hang Time,” during Univision’s broadcast.

General Mills owns Totino’s Pizza Rolls. The company’s portfolio also includes Cheerios, Nature Valley, Häagen-Dazs and Old El Paso.

Dentsu Creative’s work includes Eurofarma, Crayola, 7-Eleven, Oreo and Coca-Cola.