Pop-Tarts Taps Protein in Comedy Spots Directed by Evan Silver of Reform School
Pop-Tarts is flexing into the protein space with a new TV and social campaign promoting Pop-Tarts Protein, a toaster pastry delivering 10 grams of protein per serving. With 61 percent of snackers actively seeking protein-forward options, the product answers demand while staying true to the Pop-Tarts flavors fans expect, including Brown Sugar Cinnamon, Strawberry, and Blueberry.
The breaking campaign out of Publicis Groupe / Le Truc leans hard into gym culture, using colorful, character-driven humor to dramatize the “more protein” promise. One spot is set inside a gym, where two hyper-jacked regulars escalate their rivalry after discovering the protein-packed pastries. A second unfolds during a bodybuilding competition, as news of the unexpectedly tasty Pop-Tarts Protein spreads across the stage, culminating in a comedic payoff that undercuts the seriousness of the setting.
The spots were directed by Evan Silver of Reform School, who partnered closely with the creative team at Publicis Groupe / Le Truc. This marks the second collaboration between Reform School and Publicis Groupe this year. Earlier in 2025, Silver directed a Pop-Tarts campaign tied to Marvel’s Fantastic Four, which went on to win a 2025 Clio Entertainment Award.
“This was a fun and special collaboration from the start,” said Silver. “We spent a lot of time defining who these characters could be and diving deep into bodybuilding culture. The comedy comes from treating the characters seriously, then pushing the absurdity of gym culture just far enough to land the joke fast.”
Post-production was handled by longtime Reform School collaborator Orphan Editorial, with Paul Plew editing. The post team also oversaw color, sound mix, and subtle visual effects to complete the campaign.
CREDITS
PRODUCTION COMPANY - Reform School
Director - Evan Silver
Executive Producer - Ryan Ennis
Line Producer - Brooke Gaston
Cinematographer - Dan Frantz
Assistant Director - Jon Dombro
Production Designer - Merje Veski
Stylist - Kelly Pasek
AGENCY - Publicis / Le Truc
Sr. Producer - Carrie Lewis
Executive Creative Director - Nick Kaplan
Creative Director - Bobby O’Neill
Art Director - Erin Manale
Copywriter - Adam Dellavecchia Sovel
SVP, Group Account Director - Jonathan Linton
VP, Group Account Director - Jimmy Van Meter
Account Director - Abigail O’Connor
Sr. Project Manager - Denticart Exil
Manager, Business Affairs - Sandra Santacruz
POST PRODUCTION - Orphan Edit
Executive Producer - Rob McCool
Editor - Paul Plew
VFX/Finishing - Shawn Anderson
Color - Apache Digital
Colorist - Steve Rodriguez
Mix - Harb
TALENT - Luca Pennazzato + Jonathan Gardner
