Update: New photo from Vizio on right…

Vizio’s latest super-celebrity endorser  Beyoncé Knowles-Carter will indeed star in the Irvine HDTV company’s Super Bowl 2010 commercial, the company said this morning.

The 60-second commercial was directed by  Wally Pfister, a 3-time Academy Award nominee for cinematography who worked on “The Dark Knight” and “Batman Begins.  It will air during the fourth quarter of the game. No sneak peeks were revealed.

This is the second year the Irvine company will advertise during the Super Bowl and with actress/singer Beyonce, it’s sure to be much more entertaining than last year’s basic spot. Last year, the company focused on value and giving away $1 million worth of HDTVs.

This year, who knows? When I visited the company’s suite at the Consumer Electronics Show, it showed off several new TV accessories like headphones, Internet radios, routers and universal remotes. One headphones line in particular was created by fashion designers. With a touch of color, these fashion-minded headphones look like a headband and come in textured finishes and hand-stitched leather.

At the time, Vizio indicated hiring Beyoncé as its new face (see earlier story “Vizio hires Beyoncé as new spokesperson“) was part of its move into fashion. Guess we’ll see on February 7.

Vizio isn’t the only Orange County company advertising in this year’s game. Boost Mobile, also in Irvine, has gathered up members of 1985′s Chicago Bears who did the Super Bowl Shuffle. The recreation of the shuffle is sure to be oh so wrong, as part of its ongoing campaign against what wireless companies shouldn’t do (read earlier story, “Boost’s $2.5 million bet: Super Bowl ad to parody 1985’s ‘Shuffle’“).

Either way, both companies are spending big bucks for their spots. A research firm estimates that advertising in this year’s Super Bowl will cost  $2.5 million to $2.8 million for a 30-second spot since it is, after all, one of the most watched TV events each year.

Vizio, which dominated LCD HDTV sales last year and became the nation’s top selling brand, said it still sees itself as an up and comer.

“We may be the #1 LCD HDTV company in America, but we continue to operate with the same passion and ‘challenger-mindset’ that has always driven us,” said Laynie Newsome, VIZIO Co-Founder and V.P. Sales & Marketing.

She added, ”Our new partnership with Beyoncé along with this substantial presence during CBS’s Super Bowl broadcast, demonstrate that VIZIO isn’t about to take its foot off the throttle.”

Hmmm… throttle, Beyoncé, Batman — are these all hints as to what we’ll see in the commercial?

Vizio is also sponsoring the CBS Super Bowl Pre-Game Show entitled “The Super Bowl Today Presented by VIZIO.” The company will air 2 30-second commercials during the pre-game show.

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