Nostalgic Snyder’s ad brings back infamous ‘Seinfeld’ lawyer
In a new spot for Snyder’s of Hanover’s Pretzel Pieces, fictional lawyer Jackie Chiles finds it “egregious, outrageous, and audacious” that the snack packs so much flavor.
After years or reruns, the belligerent, bespectacled character, played by actor Phil Morris, is back on the case in a new Snyder’s ad that’s shot like a dated attorney commercial.
Fans of the 90s sitcom will recognize Chiles’ office in the 30-second spot, which even features some original props. It also riffs on a real episode of Seinfeld, in which Cosmo Kramer tries to sue a company called Java World, enlisting Chiles.
Although it’s been nearly 24 years since Seinfeld’s finale, the series remains relevant and popular, especially since Netflix started streaming it eight months ago.
This time around, Chiles has Snyder’s in focus. He tells viewers who have tried Snyder’s Pretzels Pieces that they may be entitled to compensation, and to call the “1-844-JCHILES” hotline to "get their part of the settlement."
That hotline actually enters consumers into a sweepstakes that will grant one lucky caller a lifetime supply of Snyder’s Pretzels Pieces. To participate, callers must reside in the US, be over age 18 – or over 19 in Nebraska and Alabama – and call before July 13.
Much like Seinfeld, pretzels are experiencing a revival. According to data released by Snyder's, pretzels are growing 11% year-over-year in popularity, while flavored pretzels are growing an additional 20%.
The 30-second spot is part of the Campbell's Soup Co.-owned brand’s new #PretzelsOrPieces campaign, which calls on consumers to “be the judge.” Snyder’s Pretzel Pieces are smashed to pieces and come in cheddar, hot buffalo wing, and honey mustard & onion flavors.
In the coming weeks, Chiles will continue to “argue the case” on TikTok.