PSY to shill nuts at Super Bowl

The 'Gangnam Style' star has made his first US television commercial. But Wonderful Pistachios isn't saying how much it paid to get the singer.

By Aimee Picchi Jan 10, 2013 11:50AM

Korean pop star Psy. Image credit: Wonderful Pistachios/Susan GoldmanWonderful Pistachios is shelling out for one of the biggest stars of 2012, tapping the South Korean pop star PSY to star in its first Super Bowl ad. 

The commercial will also mark PSY's first appearance in a U.S. television ad, reports MediaPost's Marketing Daily. 

"It was a substantial investment on our part, but we think it'll be worthwhile at the end of the day," Marc Seguin, the company's vice president of marketing, tells MSN Money Now. He declined to disclose the cost of hiring PSY.

Nevertheless, millions of Americans are already familiar with PSY and his cross-cultural hit. His giddy-up dance moves have been watched more than 1.1 billion times on YouTube, despite lyrics that are mostly in Korean.

The commercial won't come cheap for Wonderful Pistachios: aside from the undisclosed amount it's paying for the pop star, the company will pay about $3.8 million for the 30-second spot during the Super Bowl. This year's game, airing on Feb. 3, is the most expensive Super Bowl yet for advertisers. 

Wonderful Pistachios filmed the commercial on Tuesday in North Hollywood, and will feature PSY sporting a pistachio-green suit and demonstrating a new way to crack open the nuts, according to USA Today

"The Super Bowl is way too big for me," PSY told the publication. "I never dreamed of being a singer in America, so I of course never dreamed of being in a Super Bowl ad."

Other than those hints about its content, the pistachio company is keeping the commercial under wraps until the ad airs during the Super Bowl's third quarter. Initially, Wonderful Pistachios planned to run two 15-second ads, but switched to one 30-second spot because the commercial "needed and deserved" the longer running time, marketing executive Marc Seguin told Marketing Daily. 

The pistachio company, which has spent more than $100 million in its "Get Crackin'" campaign over the past four years, is hoping some of PSY's YouTube magic will rub off.

It's asked some YouTube "stars," or people who have created popular videos on the site, to parody the ad, and will also air the spot on cable networks and primetime TV, as well as its own YouTube channel

Wonderful Pistachio's overall strategy, Seguin notes, is to break into the top 10 selling products in the salty snacks category, a $12 billion market dominated by PepsiCo's (PEP) Frito-Lay brands. 

More on Money Now

Jan 10, 2013 1:38PM
Anyone who advocates the destruction of America should not be paid to do ads on American TV.
Jan 10, 2013 1:58PM

Can't believe how stupid the entertainment business is by giving this idiot such recognition and fame over one stupid song. Even our President has invited him to the white house! Even the dance moves are STUPID! This country is so backwards it's no wonder we are rapidly declining as a civalized society. Freaking unbelievable.


His probably laughing all the way to the bank.

Jan 10, 2013 2:25PM
Boycott Wonderful Pistachio's !!!  HOW - HOW, the %^&%W$ did this guy become adored by the American public?!? People, - He wants to kill U.S citizens.....I know, I know let's put a Taliban leaders picture on the new Twinkie package!!!

Pull the American teet out of the mouths of those who hate what we stand for!!

Jan 10, 2013 2:34PM

his songs qualify him as a terrorist will not do business with company who uses him as  spokesperson

Jan 10, 2013 3:41PM
Did they not do their research on him? He is anti American! Why do we continue to give this idiot our money?  
Jan 10, 2013 2:00PM
Too bad...the guy creeps me out...anything he stands for I will avoid.
Jan 10, 2013 1:35PM
Jan 10, 2013 4:09PM
EVERYONE who comments PLEASE go to wonderfull pistachios website and complain about them supporting a flash in the pan korean who hates the U.S.A. with enough complaints maybe they will get the message.
Jan 10, 2013 3:52PM
Hoping there's no wardrobe malfunction involving exposed nuts...
Jan 10, 2013 3:47PM
I love pistachios but I won't be eating any more!!
Jan 10, 2013 4:10PM
bad decision.  looks like I just bought my last bag of california pistachios.  I think they also make the pomegranate juice I like.  Oh well.

and this guy is a putz. I saw the video once.  humans are so friggin stupid.

Jan 10, 2013 3:47PM
Will he also call for the sadistic murders of US troops and all their family members at the event too? What an exciting performance Post Obama!
Jan 10, 2013 3:34PM
his giddy up dance is something that in the 50's little boys did when they rode their stick horses or even their imaginary horses around the back yard playing cowboys and indians.  So lame and kind of looks stupid. sorry
Jan 10, 2013 4:48PM
This idiot shouldn't be anywhere near the Superbowl after the comments he made about America & Americans.
Jan 10, 2013 3:48PM
yep big difference between N and S Korea, Doah !
Jan 10, 2013 4:50PM
PSY is Anti-American. I will never eat a "Wonderful Pistachio"
Jan 10, 2013 4:23PM
The biggest idiots are the ones that idolize this moron.
Jan 10, 2013 5:09PM
really- really --we as AMERICANS --should not let this war mongering piece of sh** be allowed to participate in an American activity in a country that he had no respect for ( and probably still doesn't) but then again--MONEY always talks----SHAME  SHAME on the owners who alsp have no respect for AMERICANS--any program that has him or anyone else who is against AMERICA wil not be watched by me or any of my family... I love pistachios, but they won't be in my house again--he is only being nice because MONEY---
Huge mistake.  He is anti-american.  anti american armed forces and a scum bag.  How can people be so completely stupid?
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