Kern County pistachios get famous pitchman for Super Bowl

Kern County pistachios get famous pitchman for Super Bowl »Play Video
South Korean rapper PSY arrives at the 2012 ART + FILM GALA hosted by LACMA on Saturday, Oct. 27, 2012, in Los Angeles. (Photo by Jordan Strauss/Invision/AP)

BAKERSFIELD, Calif. (KBAK/KBFX) — A Kern County product will get some premium advertising exposure this weekend.

Wonderful Pistachios will air its latest commercial in its "Get Crackin'" campaign during Sunday's Super Bowl.

South Korean pop artist PSY, who gained fame last year with the music video for "Gangnam Style," is starring in the ad. The spot was directed by Grammy winner Mathew Cullen.

Wonderful Pistachios is a brand owned by Paramount Farms, which claims to be the world's largest grower and processor of almonds and pistachios. The pistachios are grown in Lost Hills, about 40 miles northwest of Bakersfield.

Mark Seguin, vice president of marketing for Paramount Farms, told Eyewitness News they are very excited about their newest star.

“We needed the biggest celebrity on the planet, and there’s nobody hotter right now than PSY. We were able to come up with what we think is a great concept that would feature PSY opening up pistachios ‘Gangham style,’” Sehuin said.

How much is the Kern County grower spending on the commercial during the big game? Seguin wouldn't say, but he said it was worth it.

“I don’t think there’s all that often that an agricultural product from the Central Valley is featured in a Super Bowl,” Seguin said.