Super Bowl Ad Campaign Featuring Mr. Peanut’s Death Suspended Following Kobe Bryant Tragedy

Food maker is still planning to run commercial featuring Mr Peanut’s funeral during the game

Last Updated: January 27, 2020 @ 12:13 PM

Planters is putting a halt to some of its Super Bowl ad campaign following the tragic death on Sunday of NBA star Kobe Bryant.

Last week, Planters released a teaser for its Super Bowl commercial, which featured the food company’s long-standing mascot, Mr. Peanut, falling to his death in a sacrifice to save celebrities Matt Walsh and Wesley Snipes.

Planters said it decided to adjust the campaign after Bryant, along with his daughter and seven other people, were killed in a helicopter crash Sunday morning in Calabasas, California. The alterations only impacts paid advertising on Twitter and YouTube, along with some “other outreach.” A spokesperson for the company added that no change has been made to the company’s in-game plans. Planters will air an ad during the third-quarter of Super Bowl LIV, which will feature the funeral for the 104-old mascot.

“We wanted you to know that we are saddened by this weekend’s news and Planters has paused campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy,” a Planters’ spokesperson said Monday. “At this point, the pause impacts only paid advertising (on channels like Twitter and YouTube), and some other outreach in the immediate wake of this tragedy. No change has been made to our plans for Super Bowl Sunday.”

The Super Bowl will be held Feb. 2 from Hard Rock Stadium in South Florida, airing on Fox. The San Francisco 49ers will take on the Kansas City Chiefs.

Ad Age was first to report on Planters’ halting its Super Bowl campaign.