Jerry Seinfeld's upcoming Netflix comedy will be featured during this weekend's IndyCar race at Long Beach as rookie Linus Lundqvist will drive a car painted to look like a Pop-Tart in recognition of the movie “Unfrosted.”
Chip Ganassi Racing's No. 8 will be painted in the texture of an unfrosted Pop-Tart along with images of Seinfeld and some of the movie cast members. The partnership, which is in collaboration with Ganassi sponsor American Legion, is promoting the May 3 film release
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The movie marks the directorial debut for the comedian.
Seinfeld claimed all the way back in 2018 that he had been "thinking about an invention of the Pop-Tart movie. Imagine the drunk on sugar-power Kellogg’s cereal culture of the mid-60s in Battle Creek, (Michigan) That’s a vibe I could work with.”
The movie, co-written by Seinfeld, stars Seinfeld along with Jim Gaffigan, Melissa McCarthy, Amy Schumer, Hugh Grant, James Marsden, Bill Burr, Fred Armisen, Dan Levy and others. “Unfrosted” tells the tale of 1963 Michigan, the year before Pop-Tarts hit grocery store shelves.
“Making a movie about Pop-Tarts has led to so many wonderful, unexpected surprises, and as a car guy, I honestly cannot believe our film’s logo will be on an IndyCar entry this weekend," Seinfeld said. “I am grateful to Chip Ganassi Racing for making this happen, and honored to be affiliated with The American Legion and the work they do to support American Veterans.”
The American Legion signed off on the promotion as part of its “Be the One” mission that aims to save the lives of veterans by raising awareness, destigmatizing mental-health treatment and educating veterans, service members and their loved ones about what to do when a person appears at risk of suicide. Comedy is often used as a way to alleviate the symptoms that can lead to thoughts of suicide.
“The ability for the American Legion to partner with Jerry Seinfeld, ‘Unfrosted’ and Netflix is an incredible opportunity to expose our organization and the work we do for veterans to an entirely new audience within the entertainment community — and — the general public that are fans of Jerry Seinfeld and his comedy," said Dean Kessel, chief marketing officer of The American Legion.
“We know that humor can be therapeutic for those battling mental health issues. Partnering with the ‘Unfrosted’ project ties nicely into our ‘Be The One’ platform and our efforts to destigmatize veterans who are seeking help and our prevention of veteran suicide."
Sunday's race is available to stream on Peacock and watch on USA Network starting at 3 p.m. ET.