RIP, Mr. Peanut. I ate you well. In by far what is the nuttiest Super Bowl teaser yet, Planters Peanuts has killed off beloved Mr. Peanut in a fiery death from AOR Vayner Media. The first question that comes to the minds of the Reel 360 team is, does this mean Mr. Peanut is now roasted?
Whereas last year Mr. Peanut saved friends from snacking disappointment, this year he’s saving lives. The newly released pre-game ad shows Mr. Peanut, Matt Walsh and Wesley Snipes are on a nutty adventure in the NUTmobile when MR. P is forced to swerve, causing the vehicle to spin out of control.
The trio leaps out of the NUTmobile, clinging to a tree branch, as the vehicle crashes down into a deep canyon below. They momentarily find safety until their combined weight begins to break the branch. In the ultimate act of friendship, Mr. Peanut lets go and sacrifices himself to save his friends from impending doom.
Whatever will I munch at a bar now?
The ad was created features Cutting Crew’s “(I Just) Died in Your Arms” in the background to accompany the crews nutty adventure. Watch the spectacular teaser below on the Estate of Mr. Peanut’s YouTube channel:
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“It’s with heavy hearts that we confirm MR. PEANUT has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”
“Mr. Peanut was more than just a friend – he was a hero. His passing has shook me to my core,” added Matt Walsh. “I’ll do my best to honor his legacy and be there for my friends like he was always there for me even until our last wild ride together. I’ll pay my last respects during his funeral on Super Bowl Sunday. I encourage our entire nation to do the same.”
The estate of Mr. Peanut let the “Twitterverse” know with a somber tweet this morning.
The Chicago Bears were quick to respond with condolences.
As was Saugatuck Brewing.
In addition to mourning Mr. Peanut during his funeral, fans have several ways to celebrate his life, including:
- Fans who spot the NUTmobile leading up to and on game day will receive a commemorative pin celebrating Mr. Peanut’s life.
- Enthusiasts can show their family and friends how much the legume meant to them by sharing the black crying monocle and their favorite memory on social using #RIPeanut.
- From January 24 – 27, fans can win commemorative packaging that takes inspiration from all the phases of MR. PEANUT and his classy style as it evolved through the years.
The brand’s official Super Bowl commercial will air in the third quarter of the game and broadcast Mr. Peanut’s funeral, so the world can mourn the loss of the beloved legume together.
SOURCE: Kraft-Heinz
Contact Colin Costello at colin@reel360.com or follow him on Twitter at @colinthewriter1.
