05-02-2025
Sam Richardson and Tim Robinson bring 'Detroiters'-style comedy to Super Bowl ad
Remember the classic episode 'Lois' from 'Detroiters' that honored a dearly departed's wish by having her seated at a table with snacks and cigarettes during her funeral?
Well, Sam Richardson and Tim Robinson don't go that far in their new Super Bowl commercial for Totino's Pizza Rolls. But there is something about it that is reminiscent of playing a shocking goodbye for laughs.
In the spot titled 'Chazmo Finally Goes Home, which was made public online Wednesday morning, Sam and Tim (playing suburban dads) are bidding a bon voyage to their pal from an unknown planet before he flies back to his own galaxy. Then somethings goes horribly — and hilariously — wrong as Chazmo's spacecraft doors close.
But don't worry, laughter reigns supreme as Sam and Tim try to calm the kids who've witnessed the malfunction.
The Totino's Pizza Rolls spot is the first Super Bowl ad from General Mills in over a decade, reports Adweek.
Richardson and Robinson, the best friends and hometown favorites who created 'Detroiters' (now available on Netflix), appeared together in their first Totino's Pizza Rolls commercial in October.
Like the previous ad, the big game version was done with the help of Zach Kanin — a co-creator, producer and writer of 'Detroiters' and Robinson's Emmy-winning Netflix sketch series, 'I Think You Should Leave" — and Alice Mathias, an 'I Think You Should Leave' director.
There is no other arena like the Super Bowl for marketing. The 2025 game's breaks will reportedly feature a few ads that paid $8 million or more for 30 seconds of airtime, according to the Associated Press, which put last year's spots at around $7 million.
Richardson and Robinson have been on a, pun intended, roll since 'Detroiters' was canceled by Comedy Central in 2018. Richardson has starred in several films — including 2025's 'Star Trek: Section 31' with Michelle Yeoh — and TV series and won an Emmy for best guest actor in a comedy for his role as billionaire Edwin Akufo on AppleTV+'s 'Ted Lasso.'
Robinson has taken home three Emmys for his Netflix show 'I Think You Should Leave' and will star in the upcoming movie 'Friendship' with Paul Rudd. It will be screened in March at the SXSW Film & TV Festival in Austin, Texas.
In the October campaign, Richardson and Robinson bugged the friendly Chazmo about paying them back for all of the pizza rolls eaten by the visitor. 'You ate, like, probably 70 pizza rolls,' complained Richardson in one spot stressing how affordable the snacks are.
In January, a teaser spot arrived online urging people to watch only the upcoming Totino's Pizza Rolls ad and close their eyes for all the other ones. It showed glimpses of Richardson, Robinson, Chazmo and a crying young girl.
Contact Detroit Free Press pop culture critic Julie Hinds at jhinds@
This article originally appeared on Detroit Free Press: Sam Richardson, Tim Robinson in Totino's Pizza Rolls Super Bowl ad
