Last year, Paramount Farms and its Wonderful Pistachios brand used South Korean pop icon PSY to dance "Gangnam Style" through its first Super Bowl commercial. This year, it will be all about laughs.
The Kern County-based farming company hired comedian and satirist Stephen Colbert to hawk its pistachios during the 2014 Super Bowl between the Seattle Seahawks and the Denver Broncos.
Colbert, the Emmy-award winning host of Comedy Central's "The Colbert Report," will star in two commercials on Feb. 2.
This will be Wonderful Pistachios' second consecutive Super Bowl appearance and kicks off a full-year agreement with Colbert under the campaign theme, "Get Crackin', America."
"Since I was a child, I've dreamed of working with America's premier nut company," Colbert said in a news release. "The fact that it turns out to be the good folks at Wonderful Pistachios is just the pistachio on top of the ice cream sundae."
Media buyers estimate a 30-second spot during the game will cost about $4 million.
Buying advertising time during the Super Bowl is money well spent, said Steven Bram, a spokesman for Roll Global, the parent company of Wonderful Pistachios.
"With more than 100 million eyeballs, the Super Bowl's sheer reach — combined with consumer excitement around the advertising itself — is a highly effective tool," Bram said. "Additionally, Wonderful Pistachios play an important role in social snacking and home entertaining. So aligning our marketing message to key snacking rituals, such as the Super Bowl, is an incredibly powerful way to connect with our consumers."
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