Video: Stephen Colbert stars in San Joaquin Valley pistachio ad for Super Bowl

Stephen Colbert,  Emmy-award winning host and executive producer of Comedy Central’s “The Colbert Report,” will star in two Super Bowl spots for Wonderful Pistachios, the nation’s leading pistachio grower. This will be Wonderful Pistachios’ second consecutive Super Bowl appearance and will kick-off a new, 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 premiere nut company,” said 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.”

As part of the full-year agreement, Colbert and Wonderful Pistachios’ in-house creative agency FireStation will team up to create a series of several spots throughout 2014 highlighting the “Get Crackin’, America” rallying cry. Directed by Emmy-award winning director Tom Kuntz, the commercial spots will be supported by in-store POS, 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, maker of Wonderful Pistachios.

“This year, we wanted to extend and deepen that enthusiasm beyond Super Bowl with talent that excites and resonates with our core consumer target over the full year. Colbert is the perfect fit for our brand and for this campaign.”

The Wonderful Pistachios brand features upscale, premium packaging and a bold contemporary look, appealing to a sophisticated, health-conscious consumer. Wonderful Pistachios are grown in part of the San Joaquin Valley, the agricultural heartland of California. A teaser for the commercial is here:

—Wonderful Pistachios