By Barry Janoff
January 6, 2014: According to Stephen Colbert, "Since I was a child, I've dreamed of working with America's premier nut company,"
The political analyst, author and host of Comedy Central's The Colbert Report will get his opportunity during Super Bowl XLVIII when he stars in two 30-second spots for Wonderful Pistachios under the "Get Crackin'" umbrella campaign.
This will be Wonderful Pistachios' second consecutive Super Bowl appearance following PSY's ad during last year's big game.
Wonderful Pistachios, a division of Paramount Farms, said the spots would help to launch a year-long alliance with Colbert. Financial terms were not disclosed.
The Colbert Super Bowl effort was unveiled on the same day that H&M said it would return to the Super Bowl with a new David Beckham Bodywear campaign.
H&M said it would unveil a 30-second Beckham spot during the second quarter of the broadcast on Fox on Feb. 2. The company said the commercial would use technology from Delivery Agent "that brings a new level of consumer engagement and measurement to Super Bowl advertising."
Calling it an "industry first," H&M said that viewers with select Samsung Smart TVs would be able to buy pieces from the new David Beckham Bodywear collection instantly during the Super Bowl through the t-commerce platform.
Thirty-second spots are averaging about $3.8 million, with some having gone for more than $4 million, according to Fox.
"Last year's Super Bowl spot featuring PSY drove significant brand awareness and incredible buzz among consumers," Marc Seguin, vp-marketing for Paramount Farms, said in a statement. "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. Mr. Colbert is the perfect fit for our brand and for this campaign."
Colbert joins a Wonderful Pistachios roster that has included Dennis Rodman, the Harlem Globetrotters, Snoop Dogg, The Simpsons, Norman Bates and King Kong.
Wonderful Pistachios said it would unveil a series of TV spots this year, from in-house agency FireStation, supported by digital, social media including Facebook and POP.
The brand did not indicate whether it would have segments during The Colbert Report, on which Colbert himself has dismantled sponsors (Wheat Thins) and celebrities (Daft Punk).
Regarding the H&M Super Bowl return, Daniel Kulle, president for H&M North America, said n a statement, "We're thrilled to be back in action at the Super Bowl, showcasing our new campaign. We're bringing our A-game, the world's top style icon and the best quality bodywear to the largest stage in the world."
In anticipation of the Beckham Bodywear collection launch, H&M has unveiled a giveaway via Facebook and in-store offering the opportunity for a three-night trip to New York, two tickets to Super Bowl XLVIII and the opportunity to meet Beckham. (Details here.)
Colbert had other things on his mind regarding his Super Bowl spotlight and the fulfillment of his dream to work with America's premier nut company. "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."
Back to Super Bowl 48
Back to Home Page