Mr. Peanut is dead at 104.
Planters last week announced the passing of its long-time legume, Bartholomew Richard Fitzgerald-Smythe (aka Mr. Peanut).
In a bizarre Super Bowl pre-game ad, the anthropomorphic goober sacrifices himself to save actors Wesley Snipes and Matt Walsh from impending doom.
“It it 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. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”
The silly stunt—which encourages fans to share their favorite memory of the monocled mascot using the hashtag #RIPeanut—was meant to culminate in a “funeral,” broadcast during the third quarter of this week’s Super Bowl game.
But following the real-life death of NBA legend Kobe Bryant and his 13-year-old daughter Gianna—among the victims of a helicopter crash on Sunday—Planters is taking a step back from the somber promotion.
“We are saddened by this weekend’s news and Planters has paused all campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy,” the brand said in a statement published by AdAge.
The pause impacts ads on channels like Twitter and YouTube. There are currently no plans, however, to change the 30-second Super Bowl spot, set to air Mr. Peanut’s burial—”so the world can mourn the loss of the beloved legume together.”
There is no word on whether Snipes (Blade) and Walsh (Veep) will make an appearance.
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