MR. PEANUT is heading to Hollywood—well, Netflix—to make his big-screen debut in The Electric State. The beloved PLANTERS mascot, a pop-culture icon for over a century, is stepping into a brand-new role in the highly anticipated sci-fi adventure directed by the Russo brothers (Avengers: Endgame).
Starring Millie Bobby Brown (Stranger Things) and Chris Pratt (Guardians of the Galaxy Franchise, Jurassic World Franchise), The Electric State unfolds in a retro-futuristic 1990s where an orphaned teenager embarks on a cross-country journey to find her missing brother. Along the way, she teams up with a smuggler, his sidekick, and a robot companion—none other than MR. PEANUT himself, voiced by Woody Harrelson.
“We are eager to see MR. PEANUT step into this bold new role,” said Ashley Krautkramer-Gonya, senior brand manager for the PLANTERS brand. “As an iconic symbol of American culture for over a century, MR. PEANUT has always been about bringing joy, fun, and a little bit of unexpected charm to every moment. We can’t wait for fans to see him in action alongside such a talented cast.”
A Star-Studded Campaign
Beyond his role in the film, MR. PEANUT will take center stage in a new campaign from BBDO Minneapolis, including exclusive TV spots developed in partnership with Netflix.
In the :30 spot, the film’s robot version of MR. PEANUT is teased with an origin story that lives within the ’90s retro-futuristic universe of The Electric State. Starting with a decisive command, we’re guided through assembly — handled by a trio of builder bots — to the programming of brand personality and knowledge, to ultimately, the robot’s awakening, which features a nod to the current PLANTERS brand campaign.
The soundtrack of Dreams by The Cranberries helps anchor the story in the film’s ’90s timeline while serving as an emotional driving force
Of course, MR. PEANUT won’t be making the journey alone. The iconic 26-foot-long PLANTERS NUTmobile also makes an appearance, adding an extra dash of adventure to the futuristic road trip. Watch below:
The campaign launches March 10 across multiple platforms, including Netflix’s ad-supported tier, giving fans an inside look at how MR. PEANUT’s cinematic transformation comes to life.
Lights, Camera, Crunch!
PLANTERS is encouraging fans to grab their favorite snacks and settle in for an unforgettable ride when The Electric State premieres on March 14. With MR. PEANUT swapping his monocle for a high-tech upgrade, one thing’s for sure—this nutty adventure is one for the books.
CREDITS:
BRAND – PLANTERS Brand
- Vice President: Henry Hsia
- Marketing Director: Patrick Horbas
- Brand Manager: Ashley Krautkramer-Gonya
- Brand Manager: Lanessa Aurand
AGENCY – BBDO MW
- President & Chief Executive Officer: Neil White
- Group Account Director: Ali Siviter
- Account Director: Matt Doscher
- Account Manager: Zelie Capolupo
- Strategy Director: Casey Gilford
- Chief Creative Officer: Brock Davis
- Creative Director: Eric Hansen
- Art Director: Nate Eul
PRODUCTION COMPANY – Omnicom Production
- Executive Producer: Peter McLarnan
- Business Affairs Manager: Katie Leonard
PRODUCTION COMPANY – RESET Content
- Director: Markus Walter
- Managing Director: Dave Morrison
- Executive Producer: Laura Macauley
- Line Producer: Kevin Comer
- Director of Photography: Stuart Graham
- Production Designer: Tommy Stark
VFX – Industrial Light & Magic, A Lucasfilm Ltd. Company
- Coordinator: Tina Romeyn
- Production Assistant: Anastasiia Cherkun
PRODUCTION SERVICES – Radioaktive Shelter
POST/VFX – BlackSmith
- Head of Production: Perry Tate
- Producer: Kevin Liu
- Shoot Supervisor: Rodolfo Pereira
- 2D Lead: Ben Kwok
- 2D Artists:
- Myles Dunlop
- Rodolfo Pereira
- 3D Leads:
- Pablo Estrella-You
- Tuna Unalan
- 3D Artists:
- Thomas McArdle
- Kushal Das
- Scott Fritts
- Ohad Bracha
- Marc Sampson
- Designer: Clemens den Exter
POST/VFX – BlackSmith
- Colourist: Terry Simpson
- Colour Assistant: Kevin Ratigan
- Producer: Adam Vevang
POST/ VFX – Industrial Light & Magic, A Lucasfilm Ltd. Company
- VFX Supervisors:
- Russell Earl
- John Iskandar
- Laura LeBlanc
- Dennis Lee
- Ryan Jae Wook Park
- VFX Producers:
- Karen Clarke
- Adele Jones-Venables
- Compositing: Per Mørk-Jensen
- CG Supervisor: Barry Kane
- Project Manager: Laure Miard
- Digital Imaging Technicians:
- Andrew Chang
- Jun Zhang
- Boyan Baynov
- 2D Animation: Tina Romeyn
EDIT – Cabin
- Editor: Mischa Meyer
- Edit Assistant: Angela Hsu
- Producer: Marta Navarrete
- Executive Producer: Zack Herpy
MUSIC/SOUND – Omnicom Studios
- Head of Music:
- Mitch Monzon
- Chad Garcia
- Sound Engineers:
- Kyle Dirr
- David Axelbaum
- Music Supervisor: Chris Heidman
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