Stephen Colbert Gets Crackin’ as Super Bowl Star for Wonderful Pistachios

Two ads will kick off yearlong campaign

Headshot of David Griner

At this year's Super Bowl, Wonderful Pistachios will take a break from its usual "what's hot this minute" approach and feature a star with a bit more lasting power: Stephen Colbert. The host of Comedy Central's Colbert Report will appear in two game-day ads for the brand, kicking off a campaign themed "Get crackin', America." Ads will continue to roll out throughout 2014 as part of a yearlong contract with Colbert.

The spots will be directed by Tom Kuntz, who helmed Old Spice's "The Man Your Man Could Smell Like," the unforgettably odd Skittles "Beard" spot and Volkswagen's 2013 Super Bowl ad, "Get Happy."

In a statement, the marketing chief for Wonderful Pistachios parent Paramount Farms praised his brand's 2013 Super Bowl ad. "Last year's Super Bowl spot featuring Psy drove significant brand awareness and incredible buzz among consumers," said Marc Seguin. "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."

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."