Wonderful Pistachios is launching its largest football campaign to date with a series of darkly comedic ads starring Seattle Seahawks cornerback Richard Sherman and Green Bay Packers linebacker Clay Matthews.

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The $55 million campaign, titled “Put A Smile on Your Snackface,” follows a series of ads last year starring Sherman, as well as spots featuring John Cena as Ernie the Elephant.

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.

Read more at AdWeek: http://www.adweek.com/creativity/wonderful-pistachios-and-nfl-stars-get-delightfully-deadpan-in-new-ads-about-chronic-losers/