RadicalMedia's Steve Miller Directs "The Feeling Is Real" for Totino's

Totino's wants you to relive your teenage days of spiraling over a crush.
General Mills and Dentsu Creative launched "The Feeling Is Real for Totino's," built on the observation that teenagers don't experience anything halfway.
The brand's Pizza Rolls have been a teen staple for generations because they're easy, familiar, and reliably in the freezer.
However, convenience isn't the creative's main argument this time around.
It finds the emotional parallel between how a 16-year-old feels about their first crush and how they feel about a plate of hot, crispy Pizza Rolls.

It's a fun insight, but the thinking behind it runs a bit deeper.
The campaign is made to speak to two audiences at once: teens who are the end consumers, and moms who make the purchase.
For the latter, value is about buying something the family wants, with the confidence that they're making the right call.
"When it comes to big feelings, teens don't mess around," said Ray Joncas, VP and Business Unit Director for Totino's at General Mills.
"That rush or crush isn't just some unexplained thing, it's real, and it hits with everything they've got.
The same applies to how they feel about delicious, crispy Totino's Pizza Rolls."

Hispanic parents of teens were identified as a key audience, which shaped how the creative was designed.
"You know you've got a solid idea when it works in another language," said Matt Richter, Associate Creative Director at Dentsu Creative.
"With a truth as universal as teen love, it was fun to see how the humor translated from English to Spanish and learn how subtle nuances make a joke hit harder in one language or the other."

The Joke Comes in Two Languages
The campaign runs through a series of video spots produced in both English and Spanish.
They're directed by Steve Miller, whose past work tends to find the human awkwardness in everyday moments.

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