'What are we supposed to do? Sounds like the perfect setup for a Super Bowl commercial! This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut. "It was in the language of something people already understood in the world of Twitter and in the world of Facebook. "We did the unthinkable: we created a program and an idea where Mr. Peanut dies, and dies specifically sacrificing himself for his friends, which has always been a tenet of who he is and what he does — he always puts others first," Pierantozzi said. A Super Bowl LIV commercial from Planters took over Twitter on Wednesday, after the account of the estate of polarizing food mascot Mr. Peanut announced his death at the age of 104. All rights reserved. The spot, done with VaynerMedia, will appear before Super Bowl kickoff during the pregame show. Planters has explained why it killed off Mr. Peanut—Here's why, With staples at all-time highs, technician gives his catch-up trade. "We started talking about how the internet treats when someone dies — specifically, we were thinking about fictional characters, [like when] Iron Man died," Pierantozzi said, referring to the death of the Marvel character in last year's "Avengers: Endgame.". Mr. Peanut, who lived out the entirety of his years as the mascot of the Planters snack food company, has died. SHARE. Part of the buzz, Pierantozzi said, stems from the fact that Planters has built up Mr. Peanut so much, along with his "Nutmobile. Nationwide's 2015 ad that showed a boy who had died and could never grow up weirded out viewers. Mr. Peanut… Planters just killed Mr. Peanut in a Super Bowl pregame ad A funeral will be held for the 'spokesnut' during the third quarter of the Super Bowl game. The snack company posted the ad of Mr. Peanut… For a chance to win, follow Mr. Peanut's social media, now titled "The Estate of Mr. Peanut," on Friday. Mr. Peanut is dead; long live Mr. Peanut. He was born in 1916 when a young schoolboy named Antonio Gentile submitted his design for a peanut mascot to a Planters contest. It's such a strange phenomenon," Pierantozzi said. He said the agency was looking to see how Planters could really line up with culture in a way that would explode. But this one seemed to be especially successful. Of course, some brands have gone the death route for the Super Bowl and failed, the Wall Street Journal's CMO Today pointed out Thursday morning. Latest Stories. In addition, in 2010, he was even given a voice… Robert Downey Jr. One popular theory online is that we'll get a Baby Mr. Peanut, rising to replace the old guard that was killed off. Get this delivered to your inbox, and more info about our products and services. Other brands, including Skippy peanut butter, Budweiser, Syfy, Shake Shack and more, did just that. Mr. Peanut’s full name was Bartholomew Richard Fitzgerald-Smythe. Mr. Peanut, who lived out the entirety of his years as the mascot of the Planters snack food company, has died. All the world's a stage, and all the peanuts merely players. 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. © 2021 CNBC LLC. "Thinking of a snack? Snack company Planters is reportedly rethinking its plans to kill off its Mr. Peanut mascot in the wake of Kobe Bryant’s death. Pierantozzi said with such a serious subject, creatives have to toe a certain line and approach it with empathy. 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. Walsh suddenly … "He will be remembered as the legume who always brought people together for nutty adventures and a good time. This week, snack brand Planters released a dramatic video showing the apparent death of its fictional mascot, Mr. Peanut. We're devastated to confirm that Mr. Peanut is gone. After 104 years of greatness and deliciousness, Mr. Peanut has died at the age of 104. Planters is encouraging people to pay their respects using the hashtag #RIPeanut, and to tune in to Mr. Peanut's funeral during the Super Bowl. "It's with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old," Samantha Hess, Planters brand manager at Kraft Heinz, said in a statement. The fictional character and face of Planters has tragically died after giving up his life to save others. The monocle-wearing mascot of the snack food company Planters was announced deceased by the official Mr. Peanut Twitter account on … Mr. Peanut, the mascot of the Planters Peanut Co., is dead. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. Duration: 02:10 2020-01-23. Mr. Peanut would then serve as Planters’ mascot up until his untimely death. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. The commercials showing the mascot's presumed death and funeral are still expected to … The ad premise, and Mr. Peanut's death, leave a lot of questions. (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. This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut. Why Planters killed off Mr. Peanut This week, snack brand Planters released a dramatic video showing the apparent death of its fictional mascot, Mr. Peanut. The specifics of what will happen in Planters' actual Super Bowl spot aren't clear, and conspiracy theories on Twitter are abounding. 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. We would like to show you a description here but the site won’t allow us. 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. #RIPeanut pic.twitter.com/12PyWYJB7J. The bespectacled icon’s death was a viral sensation, with over six million views on YouTube. SHARE. The brand then sent out a press release confirming the death. 2020 Big Game Ads. All times are ET. Mr. Peanut, the monocle and top hat-wearing mascot of the Planters food brand, has unfortunately died at the age of 104. He was 104. Thanks to the news of Kobe Bryant dying, the brand has now … (The company's CMO left shortly after.) Planters Mr. Peanut, the world’s most famous legume, is dead, according to his longtime employer, Planters. NBC Sports Boston. But Pierantozzi says this much is true: "There will be a funeral, and an opportunity for hundreds of millions of people who love Mr. Peanut to pay their respects," he said. The fictional character and face of Planters has tragically died after giving up his life to save others. SHARE. … The brand says Mr. Peanut's funeral will be the subject of its Super Bowl spot. It said that ad … Updated 1511 GMT (2311 HKT) January 23, 2020. Last week, the nutty brand had social media buzzing when it debuted a commercial depicting the demise of Mr. Peanut, sacrificing himself to … Disclaimer. Mr. Peanut is dead; long live Mr. Peanut. The iconic brand ambassador died heroically sacrificing himself to … https://twitter.com/budweiserusa/status/1220123265257086982?s=20. Kobe Bryant death spurs Planters to pause promo of Mr. Peanut funeral ads. A Division of NBCUniversal. “It … He said there's been positive feedback and an "outpouring of emotion" from onlookers. TWEET. If that's the case, history tells us the baby has until 2124 before it has to worry. We encourage fans to tune in to Mr. Peanut's funeral during the third quarter of the Super Bowl to celebrate his life. 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. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. 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. Mr. Peanut dies in Super Bowl ad so that Planters can sell more peanuts By Kimberly Pierceall, The Virginian-Pilot 1/22/2020. Got a confidential news tip? Most stock quote data provided by BATS. All Rights Reserved. Mr. Peanut has passed away at the age of 104, Planters announced on Wednesday. He was 104. All rights reserved. Sign up for free newsletters and get more CNBC delivered to your inbox. ': Rioter speaks to CNN reporter, Facebook blocks Trump through end of presidency, CNN speaks to Trump supporters about Trump's election lies, Google employee on unionizing: Google can't fire us all, AstraZeneca vaccine provides 'logistical convenience', Here's what the new stimulus package means for Americans, Covid relief bill extends aid to struggling Americans, 'Trolls' digital release was a first. The commercials showing the mascot's presumed death and funeral are still expected to run during the Super Bowl. We're very happy with the response we're getting. By comparison, Hyundai's teaser on YouTube had about 73,000 views and Olay's had nearly 17,000 Thursday afternoon. Michael Loccisano/Getty Images. Reach for Planters! January 31, 2020, 1:50 PM. Mr. Peanut, the fancy monocle-wearing mascot for Planters peanuts, has “died” at the age of 104 following a car crash involving actors Wesley Snipes and Matt Walsh, according to a … Planters last week released a commercial in which Mr. Peanut meets a fiery death saving the lives of actors Wesley Snipes and Matt Walsh. Mr. Peanut, the iconic face of Planters peanuts, died suddenly on Wednesday morning. "When Iron Man died, we saw an incredible reaction on Twitter and on social media. Does Mr. Peanut have a rich, haunted backstory that would lead him to such a decision? It’s a tough life for a famous nut. While the end of the commercial makes it clear that Peanut is definitively dead, it's not the last appearance he'll make on behalf of Planters. 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. 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. RIP, Mr. Peanut. Mr. Peanut dies at 104 in heroic Super Bowl 2020 advertisement "Mr. Peanut" has "died," according to the Planters mascot's official Twitter account. Doritos, which released its teaser last week with a spoken-word rendition of "Old Town Road," has racked up nearly 4 million views on YouTube, while a teaser for Cheetos' spot with MC Hammer from last week has nearly 3 million. Planters has killed off the beloved branding device, or rather the anthropomorphic legume has “ sacrificed himself ” in a humanlike act of selflessness. ", https://twitter.com/MrPeanut/status/1220013408180895745?s=20. 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.". 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. He said the idea surfaced last summer. 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. Planters last week released a commercial in which Mr. Peanut meets a fiery death saving the lives of actors Wesley Snipes and Matt Walsh. 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. He died doing what he did best -- having people's backs when they needed him most. Mr. Peanut is Dead at 104. Since absolutely nothing makes sense, all of the cookies, snack foods and other residents of Sentient Brand Land mourned the peanut's passing on Twitter. We want to hear from you. The leguminous legend nobly gave his own life to save the lives of actor Wesley Snipes (Blade) and comedian Matt Walsh (The Hangover). It is with heavy hearts that we confirm that Mr. Peanut has died at 104. Pierantozzi said other Kraft Heinz brands did know about the effort, but to his knowledge some of the other brands weighing in did so organically. Mike Pierantozzi, group … Sure, why not? "In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most,", And lest you think Planters would turn their mascot into a wad of chunky peanut butter for no reason, the company confirmed his death has something to do with a commercial that will run during the, How grim! Mike Pierantozzi, group creative director at Planters' agency, VaynerMedia, explained why it killed off the mascot. 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. His estate tweeted out the news from Peanut's personal account: VaynerMedia also handled Planters' Super Bowl spot last year. The Planters nut company replaced Mr. Peanut with an adorable Baby Nut, very much like a certain Baby Yoda, days after it killed off its 104-year-old mascot. For a chance to win, follow Mr. Peanut's social media, now titled "The Estate of Mr. Peanut," on Friday. 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