PopCorners - “Breaking Bad” (2023) :30 (USA)

Jesse Pinkman and Walter White are cooking up something new for Super Bowl LVII. Aaron Paul and Bryan Cranston are revisiting their roles from Breaking bad, with a nice cameo form Tuco Salamanca, played by Raymond Cruz.

What they have cooked up is “Tight, tight, tight!”, and now “Everyone is gonna want a taste of it!”
Maybe, if one of the seven flavors appeals to me, as the tagline “Break into something good,” works very well with this “Breaking Bad” execution. It's a healthier snack, I get it, without being hit over the head with it.

Vince Gilligan, creator, head writer, executive producer, and director of AMC's Breaking Bad, reunites with the series’ stars for PopCorners’ first Super Bowl commercial.

“PopCorners’ desire to create a genuine extension of the franchise and a campaign that would really excite ‘Breaking Bad’ fans is what brought us back for this Super Bowl commercial,” said Cranston. “Walt would’ve been immediately drawn to the basic ingredients in PopCorners, so ‘Breaking Good’ made perfect sense as an alternate storyline that would’ve been much better for him and Jesse.”

“There’s nothing better than getting to revive characters who mean so much to us, surrounded by so many of our original cast and crew members, for the most exciting sports event of the year,” said Paul. “We’re grateful that PopCorners gave us the perfect opportunity to reunite our ‘Breaking Bad’ family, especially with a brand that I think is about to become everyone’s go-to snack.”

“Bringing PopCorners to the Super Bowl stage for the first time is a tremendous moment for a brand on the rise,” said Brett O'Brien, chief marketing officer at Frito-Lay North America. “We’re showcasing why fans love this air-popped, never fried snack in an exciting and unexpected way through the lens of two characters who could’ve used their talents to Break Into Something GoodTM.”

In addition to the in-game advertisement from PopCorners, Frito-Lay has a second Super Bowl spot from Doritos®. Doritos’ in-game commercial encourages fans to TRY ANOTHER ANGLETM.

Interrogate represents Vince Gilligan for commercial work.

Ad agency: D3 - Frito-Lay’s in-house agency
Director & creator: Vince Gilligan

Full credits below.

Frito Lay North America

CEO FLNA: Steven Williams

Chief Marketing Officer FLNA: Brett O’Brien

VP, Permissible Brands, Rhasheda Boyd

Senior Director Marketing: Melody Macaluso

Senior Manager, Marketing: Christie Clark

Senior Director, Brand Communication: Dan Cohen

Marketing Analyst: Katie O’Donnell

Insights Director: Ryan Dirkmaat

Sr. Director Media: Amanda Corral

Senior Director TM/Legal: Jeanette Zimmer

Senior Director Corporate Legal: Charlie Boehler

Associate Manager, Media: Jessica Nealon

In-house Agency: D3

VP Creative and Digital FLNA: Chris Bellinger

Creative Director: Matt Schaffer

Sr. Associate Creative Director: Katheryn Renfroe

Associate Creative Director: Sadie Caparelli

Art Director: Sara Cusumano

Copywriter: Joanna Stubbins

Associate Account Director: Dan Sipes

Sr. Account Executive: Mylena Caldera

Director of Social & Concepting: Kelsey Greer

Sr. Social Strategist: Lauren Kozar

Social Strategist: Ryan Haddox

Producer: Dan Watson

Production Consultant: APR

Senior Advisor, Video/Sustainability: Carol Pock

Talent / IP: UEG

EVP Head of Talent & Influencers: Dina Mallin

EVP, Head of Entertainment: Joe Ames

VP, Talent & Influencers: Lauren Harris

Production: Interrogate

Director: Vince Gilligan

Managing Director/Founder: Jeffrey Miller

EP/Partner: George Meeker

Line Producer: Julien Lemaitre

Director of Photography: Paul Donachie

Production Designer: Denise Pizzini

1st AD: Angie Meyer

Post Production: The Den Editorial

Editor: Christjan Jordan

Additional Editor: Pieter Viljoen

Junior Editor: Jake Swartz

Assistant Editor: Laurence Thrush

Executive Producer: Jennifer Mersis

Head of Production: Kristina Thoegersen

Producer: Gigi May

VFX: The Mill

Creative Director: Matt Fuller

Managing Director: Anastasia Von Rahl

VFX Supervisor: Sarah Marikar

2D Lead Artist: Lindsey Fry

3D Lead Artist: Cinzia Pegorin

Senior Producer: Graham Dunglinson

Senior Producer: Heather Johann

Color: The Mill

Colorist: Paul Yacono

Executive Producer: Krista Staudt

Color Producer: Denise Brown

Audio: JSM Music

CEO/CCO: Joel Simon

VP/Executive Producer: Jeff Fiorello

Senior Producer: Norm Felker

Senior Producer: Andrew Manning

Producer: Sharon Cha

Sound Designer: Seamus Kilmartin

Mix: JSM