Stephen Colbert, host and executive producer of Comedy Central's "The Colbert Report," will star in two Super Bowl spots for pistachio brand Wonderful Pistachios, the brand’s parent company Paramount Farms confirmed Monday.
This year’s game, to be televised by Fox on Feb. 2, will be the second straight Super Bowl that WP has purchased time in. Last year its spots featured pop music star PSY.
"Since I was a child, I've dreamed of working with America's premiere nut company," quipped Colbert. "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."
Colbert’s appearance in the Super Bowl ads is part of a year-long agreement Colbert struck with the brand. He will appear in a number of spots throughout the year that will feature the company’s ongoing “Get Crackin’, America,” campaign theme.
The spots will be produced by WP’s in-house creative agency FireStation. They will be directed by Tom Kuntz, and will be supported by in-store point-of-sale promotion, public relations, digital and social media.
"Last year's Super Bowl spot featuring PSY drove significant brand awareness and incredible buzz among consumers," said Marc Seguin, vice president of marketing, Paramount Farms. "This year, we wanted to extend and deepen that enthusiasm beyond the Super Bowl with talent that excites and resonates with our core consumer target over the full year.”