1. Sarah Harding, an UK young singer, did PR for Pentax on the K-30:-
http://www.dailymail.co.uk/tvshowbiz/article-2164448/Sarah-Harding-flies-flag-Britain-sexy-new-photo-campaign.html
2. In Japan, Pentax employed a young male popstar to do the job instead. Watch these YouTube videos:-
30-second long version
15-second short version
Via DSLR Maniac (Japanese)
3. Besides, there is a wild new K-3 APS-C flagship rumour at the DPR Pentax forum and it is told that the source of information is from the B&H sales staff. I hope that the poster is not mistaken or misinformed but I do hope for a Pentax FF instead anyway!