Is the Better Call Saul – Cinnabon cross-promotion one of the best ones out there? The more that we think about it, the more it feels like the answer is a resounding “yes.”
In the video below, you can see what really amounts to just a lighthearted Cinnabon ad … or at least that’s what it might feel like to people who don’t know this show altogether well. For most eagle-eyed viewers, however, you would recognize that this is Gene, the future version of Bob Odenkirk’s Jimmy McGill, responsible for getting these famed cinnamon buns together.
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The reason the cross-promo works is because the story makes sense for it, and it’s done without compromising the integrity of Jimmy’s journey. At the end of Breaking Bad, Jimmy gets placed in Omaha and tasked with running a local version of the chain. In a lot of ways, it’s the complete opposite of his former life — instead of taking on cases, now he’s in the food-service business. We’ve seen small glimmers of the character who was once there, but only for a few seconds. Cinnabon is the most notable thing about Gene’s life — we haven’t seen that much of him elsewhere, though we do still think that there is something more coming. A lot of it is mostly a question of how much we’re going to see and if it will lead towards a happy ending.
Go ahead and picture this — what if Kim Wexler walks into that Cinnabon someday? Remember that she’s worn some shirts representing the Kansas City Royals, which serves as some evidence that she probably has some ties to the area. Kansas City and Omaha aren’t too far away…
As the Cinnabon tweet references, Better Call Saul season 5 will premiere on February 23. More than likely, there will be at least some sort of Gene reference in the early going.
What are you most wanting to see when it comes to Better Call Saul season 5?
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