• by Fern Siegel , January 21, 2025

Totino's Pizza Rolls is giving a preview of its Super Bowl ad, featuring comedians Tim Robinson and Sam Richardson. It's also streaming on Instagram.

The pair previously starred in Totino’s fall ad campaign “Chazmo Goes Home.”

This is General Mills' first Big Game ad in more than a decade. However, this will be Totino's Pizza Rolls' first Super Bowl spot ever. General Mills is working with Dentsu Creative. UM is handling media, while The Social Lights oversee social media.

The goal is to make pizza bites the go-to food in the frozen-pizza category.

The spot was directed by Alice Mathias, who also helmed the sketch comedy series “I Think You Should Leave.”  

Separately, Totino’s Pizza Rolls is bringing back “Hang Time,” its first Spanish-language ad for the Big Game, airing on Fox Desportes and Telemundo Deportes.