Wonderful Pistachios Launching $55M Football Campaign Featuring Sherman, Matthews

Wonderful Pistachios is launching its "largest football campaign to date with a series of darkly comedic ads" starring Seahawks CB Richard Sherman and Packers LB Clay Matthews, according to Erik Oster of ADWEEK. The $55M campaign, titled "Put A Smile on Your Snackface," follows a series of ads last year starring Sherman. The new effort takes the comedy in a "decidedly darker direction." A series of ads features individuals who have "led almost unfathomably unfortunate lives, yet can’t help but smile while eating Wonderful Pistachios." The ads "hinge around absurd scenarios of misfortune, finding comedy in over-the-topic tales of woe, delivered by Sherman and Matthews." For the campaign, Wonderful Agency had their NFL stars "picked out before the concept was created, letting the creative team build an idea that entertainingly contrasts the spokesmen’s success." With Sherman and Matthews representing "winners" with amazing careers, personal and financial success, Wonderful Company Chief Creative Officer Darren Moran asked, "Who is the opposite of them, and what would their life be like?" The company arrived at what he believes is a "universal idea that goes beyond football." Oster noted the original idea was for a digital campaign, but the company was "pleased enough with the results to go in on a full NFL national broadcast buy." Digital, print, PR, in-store and point of sale elements will "support the broadcast spots," which debut Sunday during Fox' coverage of Seahawks-Packers. Wonderful Pistachios will "continue to air during primetime NFL games and online sports sites throughout the season as part of a larger campaign" (ADWEEK.com, 9/1).