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That is an ambitious goal, of course, and one that could potentially be complicated by the reaction the ad gets in the wake of Bryant's death.Jessica is Ad Age's food reporter, working out of the publication's Chicago bureau. At present the 104-year-old Mr. Peanut appears on packs.
It sounds like the perfect setup for a Super Bowl commercial. The spokescharacter's death in that ad, which first ran last month, led to a steady stream of tributes and reactions on social media. But the brand ultimately decided to go through with the in-game ad "after thoughtful and careful consideration," Samantha Hess, Planters brand manager at Kraft Heinz, told Ad Age in an interview.During the in-game ad Mr. Clean is consoling a teary Kool-Aid Man at the graveside service.
“Just kidding, I’m back,” says Baby Nut. Mr. Peanut lives on. The brand adjusted its social media approach in wake of Kobe Bryant's death but stuck with the funeral ad By Jessica Wohl.
The ending was a new beginning for Mr. Peanut in the Planters 2020 Super Bowl commercial. Mr. Peanut really does live on! )“This was a great way to bring this scrappy illustration to life, but use some other animation skills,” McDonald said. McDonald said that’s because on Twitter, there’s more opportunity to truly bring Baby Nut to life, to “play a lot with his personality and show more dimensionality around him.”The idea, according to Maya McDonald, head of social and digital across beverages, snacks and desserts at Kraft Heinz, is to create content that families can enjoy while in quarantine—much like the reading of children’s books that’s become popular on social media in recent weeks. {{ result.published_at | date: "%B %e, %Y" }}Some are bound to draw connections between Baby Nut and Marvel’s Baby Groot (the sapling offshoot of a tree-like humanoid character who died in "Guardians of the Galaxy") or between Baby Nut and the so-called Baby Yoda in “The Mandalorian.”Planters used its Super Bowl ad to give new life to its mascot, as a Baby Nut emerged from Mr. Peanut’s burial plot, morphing the funereal campaign into a celebration of new life.However the spot is received, the campaign helped Planters hit the reset button for a new chapter for the brand and the aging Mr. Peanut spokescharater. Planters, which had ambitious social media plans, put those efforts on hold after the crash so as to not look insensitive. She began her journalism career at Reuters, where she covered the world's largest retail chains and consumer products companies.“Tribute,” which aired during the second quarter of the Super Bowl, showed mourners including Kool-Aid Man and Mr. Clean at the funeral for Mr. Peanut. Mr. Peanut of Planters Peanuts floats through the 90th Annual Macy's Thanksgiving Day Parade on Nov. 24, 2016, in New York City. McDonald confirms that he’ll be around for at least the next year, “potentially longer,” before maturing to Mr. Peanut.And for Baby Nut’s future, McDonald said he won’t remain a baby forever—eventually, he’ll grow back up into the Mr. Peanut we all know and love. A plant begins to grow and out pops Baby Nut, wearing a top hat and spats and chirping in a babble seemingly created to make people at Super Bowl parties turn toward the screen.“We set out this year to create the most talked-about Super Bowl ad of all time,” Hess said. She focuses on the packaged food and restaurant industries. “It’s definitely been an interesting reality for production during Covid-19, but we felt like this was a way that we could execute it with an existing partner, and also create a larger content series around it as they look at different themes each week.”Upon his return to social media, Baby Nut issued a call to action, asking for children to send in Baby Nut stories that focus on themes that will help Baby Nut learn more about the world.
The dapper peanut met his demise in a teaser video posted on YouTube in which Mr. Peanut sacrificed himself to save Wesley Snipes and Matt Walsh. Mr. Peanut is reborn as Baby Nut in Planters’ Super Bowl ad . Jessica joined Ad Age after writing about food for the Chicago Tribune's business section. Planters’ Mr. Peanut May Have Been Reborn as Baby Nut—but He Won’t Stay That Way Forever He's learning about the world thanks to stories by children “Where’s my monocle?”The campaign from VaynerMedia drew heavy scrutiny in the wake of the Jan. 26 helicopter crash that killed Kobe Bryant, his daughter Gianna and seven others. In the epic conclusion to Planters’ Super Bowl 2020 campaign, Mr. Peanut rose from the dead after the Kool-Aid man cried a single tear at his … Kool-Aid Man utters a somber take on his “Oh Yeah” catchphrase, then one of his tears falls to the peanut-shaped mound of dirt where Mr. Peanut was laid to rest.
The service was led by Wesley Snipes who, along with actor Matt Walsh, was in the Nutmobile with Mr. Peanut before his death in a prior commercial called "Road Trip." “He has the spirit of Mr. Peanut, and he is going to be growing back into his previous form,” she said.
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