The brand says Mr. Peanut’s funeral will be the subject of its Super Bowl spot. Mike Pierantozzi, group creative director at Planters' agency VaynerMedia, said that put the agency in the position of needing to come up with something that would top last year. I think we looked at Twitter and how things sometimes find their way onto Twitter, and we kind of tapped into those things." Sounds like the perfect setup for a Super Bowl commercial! He said the agency was looking to see how Planters could really line up with culture in a way that would explode. The commercials showing the mascot's presumed death and funeral are still expected to run during the Super Bowl. SHARE. This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut. Mr. Peanut's fiery end turns into social gold for Planters Kraft Heinz's decision to say goodbye to Mr. Peanut garnered media attention that far outweighed the cost of the spot. Another Super Bowl ad will air this year, and it features the demise of the classic Nutmobile as well as Mr. Peanut himself. He was 104. Author: Suzanne Nuyen (TEGNA) Mr. Peanut, the monocle and top hat-wearing mascot of the Planters food brand, has unfortunately died at the age of 104. Mike Pierantozzi, group … Duration: 02:10 2020-01-23. This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut. Inside the decision that's still rattling the movie industry to its core, Tucker Carlson claims vaccine campaign 'feels false, because it is', How the vaccine gets from the lab to your arm, McDonald's is putting cameras in dumpsters. Mr. Peanut is dead. Mr. Peanut, who lived out the entirety of his years as the mascot of the Planters snack food company, has died. The accident footage will air during the Super Bowl pregame show, and during the third quarter of the big game itself, Planters will spare 30 seconds to memorialize Mr. Peanut with a funeral/commercial. It turns out killing off the iconic 104-year-old nut had to do with the phenomenon of how people mourn the deaths of fictional characters, such as Iron Man, according to a creative leader behind the campaign. "When Iron Man died, we saw an incredible reaction on Twitter and on social media. And a spot now known as the "robot suicide ad" from General Motors was later changed after sparking criticism, including from the American Foundation for Suicide Prevention. Mr. Peanut, the mascot of Planters, made his first appearance in 1916, and, for over a century, he and his famous monocle and top hat were a staple of the company's advertisements. After 104 years of greatness and deliciousness, Mr. Peanut has died at the age of 104. Mr. Peanut, the 104-year old mascot of the Planters snack food company, has died after sacrificing himself in what appears to be a traumatic road accident. Then, during the third quarter of the game, the brand promises to "broadcast Mr. Peanut's funeral, so the world can mourn the loss of the beloved legume together.". © 2021 CNBC LLC. Mr. Peanut… TWEET. Last year, Mr. Peanut was flying cars with Charlie Sheen and Alex Rodriguez in Planters’ Super Bowl ad.This year, he was murdered by some ad exec. ", "We, too, would sacrifice it all for the nut,". In addition, in 2010, he was even given a voice… Robert Downey Jr. Sign up for free newsletters and get more CNBC delivered to your inbox. Mr. Peanut is dead; long live Mr. Peanut. Our big gloved hand will slip right out of your desperate grasp!". Planters killed Mr. Peanut in a fiery crash on Wednesday, January 22. But this one seemed to be especially successful. The brand says Mr. Peanut's funeral will be the subject of its Super Bowl spot. All content of the Dow Jones branded indices Copyright S&P Dow Jones Indices LLC 2018 and/or its affiliates. We want to hear from you. 2020 Big Game Ads. Kobe Bryant death spurs Planters to pause promo of Mr. Peanut funeral ads. Walsh suddenly … Here’s a lesson one brand is learning this week: Basing a Super Bowl ad campaign around the idea of a pop-culture celebrity death is a risky idea. Planters will hit the brakes on its Mr. Peanut death ad campaign following the tragic death of Los Angeles Lakers legend Kobe Bryant, according to AdAge.. What’s going on: Planters began a viral ad campaign last week that centered on Mr. Peanut — the star mascot of the Planters brand — dying in a car crash. The Planters’ mascot died a noble death: Sacrificing himself so that actors Matt Walsh and Wesley Snipes could live on. The leguminous legend nobly gave his own life to save the lives of actor Wesley Snipes (Blade) and comedian Matt Walsh (The Hangover). Data is a real-time snapshot *Data is delayed at least 15 minutes. Mr. Peanut, the mascot of the Planters Peanut Co., is dead. Planters Mr. Peanut, the world’s most famous legume, is dead, according to his longtime employer, Planters. Mr. Peanut dies at 104 in heroic Super Bowl 2020 advertisement Nationwide's 2015 ad that showed a boy who had died and could never grow up weirded out viewers. In terms of the parsing out of information and the phony "leak" of the Super Bowl ad that transpired on Tuesday, Pierantozzi said, "We're trying to keep this as close to reality as possible. Super Bowl teasers are meant to generate some buzz for a brand's in-game spot, often starting a story or introducing a theme or characters to get consumers excited before the full commercial airs. The fictional character and face of Planters has tragically died after giving up his life to save others. The iconic brand ambassador died heroically sacrificing himself to … Factset: FactSet Research Systems Inc.2018. Mr. Peanut, the iconic face of Planters peanuts, died suddenly on Wednesday morning. Planters last week released a commercial in which Mr. Peanut meets a fiery death saving the lives of actors Wesley Snipes and Matt Walsh. He was born in 1916 when a young schoolboy named Antonio Gentile submitted his design for a peanut mascot to a Planters contest. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. Mr. Peanut has died at the age of 104; CEO of Hallmark Channel's parent company stepping down. He was 104. We encourage fans to tune in to Mr. Peanut's funeral during the third quarter of the Super Bowl to celebrate his life. We feel like we nailed the tone.". "I think it was written beautifully and struck the right tone," Pierantozzi said. (CNN Business) Mr. Peanut, the 104-year old mascot of the Planters snack food company, has died after sacrificing himself in what appears to be a traumatic road accident. Sure, why not? Planters confirmed that Mr. Peanut died during a pre-Super Bowl ad and nut lovers everywhere Wednesday are mourning his death. He was 104. But it did so with the brand undertaking a substantial risk. He was known as the iconic Planters‘ mascot and the image you’d see on every Planters commercial. Updated 1511 GMT (2311 HKT) January 23, 2020. The iconic brand ambassador died … He was 104. It's such a strange phenomenon," Pierantozzi said. The bespectacled icon’s death was a viral sensation, with over six million views on YouTube. 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