Planters has done the unthinkable — they’ve killed off their mascot Mr. Peanut!
In a pre-Super Bowl ad, the 104-year-old Mr. Peanut is driving the NUTmobile with actor/comedian Matt Walsh and action star Wesley Snipes when the old legume is forced to swerve off the road.
The trio jump out of the van and land on a tree branch hanging from a cliff, but it’s too heavy for the three and starts to snap.
That’s when Mr. Peanut sacrifices himself to save the others.
Planters will air a commercial during the third quarter of this year’s Super Bowl to celebrate the life of Mr. Peanut.
“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.”
Leading up to the big game, people who spot the NUTmobile on the road will get a pin celebrating Mr. Peanut's life.
People can also share their favorite memory of Mr. P using #RIPeanut on social media.
For more information and contests visit Mr. Peanut’s Twitter page.