Ore-Ida Brings Back Napoleon Dynamite to Save Crushed Tots

To mark the 20th anniversary of the cult classic film 'Napoleon Dynamite', Ore-Ida brought back the iconic John Heder to reprise his most famous role for their new tater tot campaign.

Directed by Holiday Films’ Aaron Ruell (who famously played Kip Dynamite in the original film) the campaign introduces the world to the one item of clothing we didn’t know we needed: ‘Ore-Ida Tot-Protecting Pants’ - a playful solution to Napoleon’s memorable 'crushed tots' dilemma.

This clever concept celebrates the film’s enduring popularity and Ore-Ida’s dedication to fresh and crispy tots.

Somewhere Near the Oregon-Idaho Border…

The spot opens with Heder as Napoleon Dynamite standing in an open field “somewhere near the Oregon-Idaho border”, still haunted by crushed tots from 20 years prior.

Wearing a custom Ore-Ida t-shirt (inspired by the 'Vote for Pedro' shirt worn in the film), Napoleon proceeds to tell us all about his new ‘Tot-Protecting Pants’ from Ore-Ida - with Napoleon’s signature oddball, deadpan charm.

To prove just how well his Ore-Ida Tot-Protecting Pants work, Napoleon lets the pants get driven over by a vintage burnt-orange camper van - another nod to the original film - without any damage to the tots.

Cooking up Good Creative

The Kitchen, Kraft-Heinz’s in-house creative agency came up with the Napoleon Dynamite concept for its Ore-Ida’s tater tot product.

A strike of fate: Holiday Films was thrilled to produce the project, not only for the great creative, but also to reunite their director, Aaron Ruell, with his friend and former castmate Jon Heder.

The campaign was featured across TV, and social media, and included a special guest appearance by Napoleon on Jimmy Kimmel Live, extending its reach and impact.

The Kitchen tapped Toronto-based Holiday Films and Recess Post for production and post-production. Both Holiday and Recess are part of Holiday United Group, which offers a curated selection of broadcast and online production, commercial photography, and post-production.