Even though they're of dubious advertising effectiveness, pseudo-celebrities such as Snooki (from "The Jersey Shore") and the Winkelvoss twins have been a staple of Wonderful Pistachios' television advertising.
Today, MSN Money Now reports, the pistachio company is going big-time.
They're running on the Super Bowl.
They're increasing their commercial length.
And they're in post-production on a spot featuring the latest flavor of the week (and it isn't pistachio).
Korean gangnam rapper Psy will be making his American commercial television debut in a Wonderful Pistachios commercial in the third quarter of this year's Super Bowl telecast.
'The Super Bowl is way too big for me," Psy said. "I never dreamed of being a singer in America, so I of course never dreamed of being in a Super Bowl ad."
The cost isn't exactly peanuts.
The nut company was planning to run two 15-second spots, but then graduated all the way to a full :30 – because, according to marketing VP Marc Seguin, the message "needed and deserved" more air time.
The deserving message in question will show Psy, in a pistachio-green suit, demonstrating a new way to open pistachio shells.
They're spending $3.8 million – the highest price ever – just for the air time.
Plus production, which should be at least in the six figures.
And nobody's disclosing how much they shelled out for Psy's talent fee.
'It was a substantial investment on our part," was all Seguin would say, "but we think it'll be worthwhile at the end of the day."
If it isn't, lots of people in the salty snack industry are going to think he's nuts.
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