A new commercial for Kraft-Heinz's Ore-Ida brand features Jon Heder returning to his iconic role of Napoleon Dynamite.
Developed by the brand's in-house creative agency, The Kitchen, the latest spot for Tater Tots is directed by Aaron Ruell, who played Kip Dynamite in the original 2004 movie.
Titled "'Napoleon Dynamite' Tot-Protecting Pants," the commercial marks the cult classic film's 20th anniversary. It opens with the awkward, dopey character in a field "somewhere along the Oregon-Idaho border."
Still upset over a bully crushing his Tater Tots, Napoleon introduces the "Ore-Ida Tot-Protecting Pants," a pair of novelty bottoms inspired by his own wardrobe staple.
The pants come in a gray crocodile-print pattern, complete with a special red pocket designed to keep Tater Tots fresh and safe from being crushed.
Napoleon then calls over a van to drive over the pants on the ground.
He then unzips his own pair — but not the one that got run over because "pants may not protect tots from getting crushed by vans irl [in real life]" — to show the tots in mint condition.
Heder's performance remains iconic after all these years, showcasing Napoleon's distinct voice and offbeat mannerisms.
As a promotional stunt, Ore-Ida also made the pants available on Amazon, even reaching out to a few users on Reddit who were looking for a similar pair.
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A Perfect Marketing Opportunity
The campaign, led by The Kitchen and media planning by Carat, banked on the movie's anniversary to highlight Tater Tots' contribution to pop culture.
"There's no denying that Napoleon Dynamite is an iconic piece of indie film history, and thanks to the infamous tot-crushing scene, it became a pop culture phenomenon synonymous with Tater Tots," said Simon Au, executive creative director at The Kitchen North America.
"The film’s 20th anniversary was the perfect opportunity to step in and provide a solution for crushed tots everywhere with Tot-Protecting Pants — something truly special for the fans," he concluded.
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Aside from the spot, the campaign also includes shorter versions to be rolled out on TV and social media platforms featuring both the brand and Heder. A special segment on "Jimmy Kimmel Live" is slated to air today, June 17.
Editing by Katherine 'Makkie' Maclang
