Sunday’s fatal helicopter crash that claimed the lives of Kobe Bryant and eight others has had a profound effect on the world over the last 24 hours. But there was at least one wholly unexpected outcome from the crash – Planters is pausing its Super Bowl ad campaign, centered around the death of Mr. Peanut.
Last week, Planters announced on Twitter that Mr. Peanut was dead, which happened in an ad released online last week, which was supposed to air during the Super Bowl pregame show.
It is with heavy hearts that we confirm that Mr. Peanut has died at 104. In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most. Please pay your respects with #RIPeanut pic.twitter.com/VFnEFod4Zp
— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020
A second ad would air during the third quarter depicting the funeral of Mr. Peanut.
In a statement, Planters confirmed they would be pausing the campaign.
“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 Monday.
The cynic in me wonders if Planters would have paused the ad campaign if the ninth person killed in this helicopter crash was not Bryant, and if the “lens of sensitivity” would apply to a different tragedy. Then again, it’s probably better to be safe than sorry for Planters, especially when we’re talking about an event like the Super Bowl.