Comedian Sam Richardson returns to the Totino’s universe with a new twist: he’ll share his wardrobe with his kid, but not his pizza. Fresh off the brand’s “Nothing Else Adds Up” push, Richardson headlines a cheeky new campaign introducing Totino’s Ultimate Pizza, a crispy-crust, melty, topping-stacked pie positioned as the rare pizza you absolutely don’t have to split.
“We’re so excited to continue to partner with Sam and share what makes our new Ultimate Pizza so great,” says Tori Fahey, Brand Experience Manager for Totino’s. “Except we know you won’t actually share it because it’s too good – and we’re giving you permission to be selfish!”
Created with Dentsu Creative and directed by MAMA of Caviar, the spots spin everyday family moments into Totino’s signature absurdity. Richardson plays a dad who can lend a shirt without blinking, but draws a hard line at handing over a slice. The tone is breezy, a touch off-kilter, and right in line with Totino’s growing comedic streak. Watch the hilarity below:
“To be willing to share your clothes, but not a slice of pizza — that tells you just how good it must be,” says Brian Swan, Associate Creative Director at Dentsu Creative. Adds Matt Richter, ACD: “The fact that Sam is so adamant about not sharing that ’za just makes me want it even more.”
The campaign, tagged “Too Good to Share,” supports the national rollout of Totino’s Ultimate Pizza this fall across Online Video, social, and digital (launching 10/1). It follows Totino’s broader mission to deliver “epic snacks at an unbeatable price,” while gleefully breaking the long-held truth that pizza is a communal food. This one? It’s proudly selfish.
CREDITS:
BRAND: General Mills
- Blake Holman — Business Unit Director
- Tori Fahey — Brand Experience Manager
- Tony Burke — Associate Manager, Creative
- Elly Donovan — Associate Manager, BX
- David Sarmiento — Analyst
- Mike Churchill — Executive Producer, Snacks
- Kyla Rabb — Brand Partnerships
- Tracie Kittleson — Business Affairs, GMI
- Clint Allen — Sr. Executive Producer
AGENCY: Dentsu
- Julie Scelzo — Chief Creative Officer
- Alyssa Ollis — Group Creative Director
- Brian Swan — Associate Creative Director
- Matt Richter — Associate Creative Director
- Ed Zazzera — EVP
- Carly Salaman — Executive Producer
- Todd Scheifele — Executive Producer
- Ashley Keetle — SVP
- Kelsey Ann Bassel — Senior Director
- Amie Dowker — SVP
- Jeremy Jackson — Group Director
- Linda Ferrara — VP
PRODUCTION COMPANY: Caviar
- Directors: MAMA
- Salim El Arja — Executive Producer
- Cat Craven-Griffiths — Head of Production
- Cassandra Farren — Production Supervisor
- Kirsta Teague — Producer
EDIT: Cosmo Street
- Luiza Naritomi — Executive Producer
- Hannah Smith — Producer
- Dave Otte — Editor
- Alex Mihailovic — Assistant Editor
VFX/FINISHING: ARC
- Nick Fraser — Executive Producer
- Hayley Savage — Producer
- Jeff Robins — VFX Supervisor
- Emily Meger — Head of CG
COLOR:
- Jackson Winkler — Color Producer
- Logan Highlen — Colorist
AUDIO: Sonic Union
- Dean Metherell – Mixer
PHOTOGRAPHY:
- Norman Wong
REELated:
eBay rolls out “eBay Stories,” a global brand push
