TYPE: 60-second spot advertisement

INSIGHT: “Everyone has a hidden version of themselves; Pop-Tarts gives it permission to come out and play” — positioning the snack as a nostalgic catalyst for joy

CONCEPT: A quick-cut montage where taking a bite of a Pop-Tart transforms you into a nostalgic past time (think inner child, alter ego, celebrity persona, etc.)

TAGLINE: "Pop into your truest self"