It’s as if brands are trying to appeal to today’s young people, increasingly skeptical of capitalism and fearful of existential threats like climate change, are saying “hey kids, we may be owned by a megacorporation, but we’re suffering in this late-capitalist hellscape just like you!”. Does Mr. Peanut have a rich, haunted backstory that would lead him to such a decision? Many online personalities are hungrier for virality than they likely are for peanuts and other snacks offered by Planters, but the endless free advertising across social media will undoubtedly provide a spike in sales. Mr. Peanut, who lived out the entirety of his years as the mascot of the Planters snack food company, has died. In this day and age, when social media has made online clout a form of currency, people are hungry for the latest viral story to jump on with a snarky joke or hot take. It’s clear that Planters is aware of how macabre the central joke of this campaign is, but the joke isn’t just that it’s shocking for a corporate mascot who’s existed since 1906 to die a violent death as part of a high-profile marketing campaign. Such is not the case with Mr. Peanut, who according to this Super Bowl Big Game commercial starring Wesley Snipes and comedian Matt Walsh, fell off a cliff and died in an explosion. Even when takes on the meme are coated in a thick layer of irony, you’re still contributing to a discourse Planters can thrive from. I don’t mean they retired the character. I have a background in content marketing, and I could only imagine how much high-fiving has been going on lately among the marketing team at Kraft Heinz, Planters’ parent company. Mr. Peanut’s display name now reads “The Estate of Mr. Peanut,” and this image of a single tear crying out of his signature monocle has been adorned across social media platforms. Advertising slots are available right now for the Beat. For starters, it’s unlikely that poor Mr. Peanut will remain “dead” long. January 31, 2020, 1:50 PM. 'I didn't have a single bed': ER doctor sounds alarm in Ont. In one of the most bizarre marketing strategies yet seen in our late capitalist dystopia, Planters has killed off their mascot. "It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old," Samantha Hess, Planters brand manager at Kraft … It’s certainly not the first time the language of the extremely-online has been co-opted by a brand. The ad premise, and Mr. Peanut's death, leave a lot of questions. He was 104. Also, I bet people on socialist countries would prefer to live in this “Capitalist nightmare” of yours anyday that under the regime they endure. Mr. Peanut has died, PEOPLE confirms. Perhaps such self-sacrifice is in his nature. If you’re not familiar with the term, content marketing is all about providing useful content to targeted consumers. @megh_wright. Much has been made of the trend for branded Twitter accounts attempting to sound funny, youthful, and even “weird” in the style of “weird twitter” icons like Dril. We'll miss him!" He was 104-year-old at the time of his death. January 23, 2020 01/23/2020 4:56 pm. Reach for Planters! A staff writer at The Beat, his work has appeared in The Daily Dot, AiPT, Shelfdust, the Eisner award-winning PanelxPanel, and more. Planters confirmed that Mr. Peanut died during a pre-Super Bowl ad and nut lovers everywhere Wednesday are mourning his death. Mr. Peanut death & obituary: Planters on Wednesday, January 23, 2020 announced that Mr Peanut has died. This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut. Mr. Peanut, the 104-year old mascot of the Planters snack food company, has died after sacrificing himself in what appears to be a traumatic road accident. 2020 Big Game Ads. Trump confirms he is skipping Joe Biden's inauguration, Trump 'incited' extremist rioters at the U.S. Capitol: PM Trudeau, 'Hi mom… this you? Mr. Peanut lets go and falls to his death as the Nutmobile explodes. By Megh Wright. In a preview of the ad, Mr. Peanut appears to save actors Wesley Snipes and Matt Walsh after the Nutmobile veers off a cliff. Engage in respectful discussions on the U.S. election on our dedicated Facebook page, Use of this Website assumes acceptance of Terms & Conditions and Privacy Policy, Published Thursday, January 23, 2020 9:43AM EST, Follow CTV News Channel for ongoing breaking news, appears to save actors Wesley Snipes and Matt Walsh, No American Super Bowl ads for Canadian viewers, top court rules, Canadian economy lost 63,000 jobs in Dec., first decline since April, WestJet announces temporary layoffs, flight schedule reductions, S&P/TSX composite ends strong first week of 2021 by setting record intraday high, Pattie Lovett-Reid: Why markets soar amid a time of despair, Iran's top leader bans COVID-19 vaccines from U.S., Britain, Head of Chinese bank behind foreign building spree sentenced to life in prison, Spiraling COVID-19 cases will be a long-term problem: doctor. Here's why. Rates are available upon request. It’s the meta-joke about the way celebrity deaths are treated in the age of social media. And lest you think Planters would turn their mascot into a wad of chunky peanut butter for no reason, the company confirmed his death has something to do with a commercial that will run during the Super Bowl on February 2. INTERVIEW: Yetide Badaki and Bruce Langley share what’s ahead on AMERICAN... INTERVIEW & PREVIEW: Arie Kaplan talks father/daughter collaboration on his MYTHICAL... New Midnight Society gathers in ARE YOU AFRAID OF THE DARK? As you’ve likely heard by now, Mr. Peanut is dead. Enter your email address to subscribe to this blog and receive notifications of new posts by email. "Thinking of a snack? Follow him on Twitter @GregSilber. Latest Stories . How grim! tweeted Mr. Clean. Of course, superheroes rarely stay dead, and Superman was no exception. We have several sizes to fit every budget. Email. You may be eligible for a new tax deduction. In the ad, Mr. Peanut and two other men — played by actors Matt Walsh and Wesley Snipes — … In 1916, a young schoolboy, Antonio Gentile, submitted drawings of an anthropomorphic peanut to a design contest. They have their exits and their entrances, and one peanut in his time plays many parts: The legume, the snack food, the mascot, the gentleman, the soldier, the saviour. Sure, why not? The monocled bourgeoisie icon contained multitudes all along. Ideally, you want to get consumers to talk about your project on their own accord, rather than consciously feeling like they’re being advertised to. Mr. Peanut has died at the age of 104. Planters: Mr. Peanut Dies. Surely, that’s what Planters wants out of this stunt, and they’ve already gotten what they wanted. At the time, many people, and not just comic book diehards, were shocked to hear that DC would kill off one of its most beloved (and lucrative) characters. The Death of Mr. Peanut: A late capitalist nightmare, FANDOM FLAMES #1: What’s upcoming for fandom 2021, The Marvel Rundown: ETERNALS #1 kicks off a new era for…, Matt Chats: Philip Summers on his nostalgia-fueled HAND-DRAWN GAME GUIDES, DC BONUS ROUND-UP: A discussion of FUTURE STATE Week 1, EMPYRE invades the Marvel U in the Marvel Comics April 2020 Solicitations, Announcing The Beat Comics Industry Person of the Year: Gene Luen Yang. (Planters). Planters announced on Monday that it would "pause" its online campaign promoting the sudden death of its mascot Mr. Peanut, following the tragic death of NBA legend Kobe Bryant. To that end, Mr. Peanut may be the first mascot to die under the weight of his marketing team’s twisted humor, but it’s difficult to imagine he’ll be the last. The Mr. Peanut Death Super Bowl Commercial Refuses to Die. But it got people talking about Superman. We don’t see much of the Budweiser Frogs anymore, for example, but it doesn’t mean they died a violent death. But from a business perspective, it’s hard to shake the feeling that there’s something sinister about a massive corporation weaponizing our darkest impulses as consumers of online content. ': BLM-supporting teen calls out mother for attending U.S. Capitol riot, These are some of the extremist groups responsible for the violence on Capitol Hill, Ontario premier warns 'more extreme measures' will be needed to curb rapid spread of COVID-19, Coronavirus variants may lead to false negative results with molecular tests: FDA, Yes, you can still get infected with COVID-19 after being vaccinated. Sounds like the perfect setup for a Super Bowl commercial! Photo: YouTube. That sets it apart from traditional advertising, which can be more of a crapshoot. As Snipes and Walsh argue over who should let go, Mr. Peanut makes the ultimate sacrifice and falls to his death to save them. The Mr. Peanut ad saga is a strange byproduct of the internet's death obsession Mr. Peanut dabs at the Shorty Awards on April 23, 2017, in New York City. … "In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most," the announcement read. The Planters mascot's violent demise is weirder than you think. Available in one week slots. Mr. Peanut “died” on January 21st, 2020, the same day that news got out about the passing of a real celebrity, Terry Jones. The Estate of Mr. Peanut confirmed the tragic news in a tweet. Planters is encouraging people to pay their respects using the hashtag #RIPeanut, and to tune in to Mr. Peanut's funeral during the Super Bowl. INTERVIEW: Yetide Badaki and Bruce Langley share what’s ahead on AMERICAN GODS Season 3! What a twist that would be! Planters made the announcement in a series of tweets and news releases Wednesday. Word of Mr. Peanut’s unceremonious passing spread almost immediately, with trending topics on social media, memes, and even coverage on morning news shows. He was 104. He was 104. Mr. Peanut, the 104-year old mascot of the Planters snack food company, has died after sacrificing himself in what appears to be a traumatic road accident. Kool-Aid Man cried into the mound of dirt above Mr. Peanut… This article is suspiciously similar to the one written on Forbes website. Mr. Peanut “died” on January 21st, 2020, the same day that news got out about the passing of a real celebrity, Terry Jones. Mr. Peanut, the iconic face of Planters peanuts, died suddenly on Wednesday morning. Our big gloved hand will slip right out of your desperate grasp!". In Case You Missed It: Death to Mr. Peanut By The Wake Up Call. Like anything else in media, it’s had mixed degrees of success, but Planters releasing statements on the “death” of their mascot is cut from the same troubling cloth as Sunny D appearing to express suicidal urges. Woman shot at Capitol was Air Force veteran who backed Trump, Tracking every case of COVID-19 in Canada, 'Great damage': Republicans recoil from Missouri Sen. Hawley, Vacationers will not be able to claim sickness benefit to quarantine: PM, CRA admits 'unclear' CERB communications led to mistaken applications, Working from home this year? 106.5 The End. We already know he's a war veteran*. Morning Business Outlook: Planters announces that their iconic mascot has died by tweeting out a commercial of his death. Samantha Hess, PLANTERS Brand Manager at Kraft Heinz broke the news in a statement. Site Wrapper – spec available on request. There’s a lot to unpack here. Yes, it is confusing for an anthropomorphized peanut … It was even covered by mainstream news outlets. NBC Sports Boston. Sign up for our weekly email newsletter delving into climate science and life on a changing planet. That’s exactly what’s happening with Mr. Peanut. "Always classy, always crunchy, always cleaned up nicely. From a comedic perspective, it’s actually a pretty good bit, at least in an ironic post-modern way. Canada's Most Trusted News. Gregory Paul Silber is a Brooklyn-based writer and editor. Meet the woman who won $9M in the World Juniors 50/50 draw, Giant sinkhole swallows cars outside hospital in Italy, COVID-19 surge will be a 'long-term problem', Grim scenes facing ER doctors as cases surge. Mr. Peanut, the 104-year old mascot of the Planters snack food company, has died after sacrificing himself in what appears to be a traumatic road accident. Will COVID-19 deal death blow to Canada's airline industry? Other branded characters like Mr. Clean and the Kool-Aid man appeared at the funeral. The resurrection of Mr. Peanut may bring to mind the life and death of another famous character: Game of Thrones’ Jon Snow. 2020 NBA Power Rankings: Assessing all 30 teams after free agency. Mr. Peanut is dead. The nutty character for Planters’ death was revealed in a teaser for the company’s upcoming Super Bowl ad. "We, too, would sacrifice it all for the nut," wrote Snickers, who really needs to read the room. A Super Bowl LIV commercial from Planters took over Twitter on Wednesday, after the account of the estate of polarizing food mascot Mr. Peanut announced his death at the age of 104. Image: Chance Yeh / WireImage / GeTTY Images In an email, a Planters spokesperson said that an ad featuring Mr. Peanut's funeral will air during the game's third quarter. Advertisement or not, fans everywhere couldn't help but speculate about the real cause of Mr. Peanut's death and whether or not the video was just a cover up for something far more sinister: mr peanut was assassinated by the us government for attempting to achieve racial unity through his work with george … Mr. Peanut’s death is just a prelude to the brand’s Super Bowl ad. After Gentile's design was chosen, the commercial artist Andrew S. Wallach added the monocle, top hat, a… His funeral will air during the third quarter of the big game on Feb. 2. Planters will hit the brakes on its Mr. Peanut death ad campaign following the tragic death of Los Angeles Lakers legend Kobe Bryant, according to AdAge.. What’s going on: Planters began a viral ad campaign last week that centered on Mr. Peanut — the star mascot of the Planters brand — dying in a car crash. Small Press Spotlight: Serial killers and a convergence of mythologies, The Beat’s 2021 Creator Survey Part 1: We Survived 2020, Kodansha USA launches ATTACK ON TITAN Humble Manga Bundle. Download the CTV News app now. Last scene of all, that ends this strange eventful history, is televised sacrifice and mere oblivion, sans teeth, sans eyes, sans taste, sans everything. Obviously, Planters couldn’t have planned it this way, but the contrast between sincere grief over a famed Monty Python member stood in stark contrast with the tongue-in-cheek mourning over a … The monocle-wearing mascot of the snack food company Planters was announced deceased by the official Mr. Peanut Twitter account on January 22, at the age of 104, even though technically he should have died more than a century ago because peanuts, which are not sentient, go bad after about four months.. Conspiracy theorists who believe Mr. Peanut is still alive aren’t so nuts after all.. What’s going on: Mr. Peanut — the loveable mascot for the Planters brand — passed away earlier this week in a Super Bowl advertisement. Perfectly starched pants, a square drill sergeant jaw ... were they brothers in arms?). All the world's a stage, and all the peanuts merely players. : CURSE OF THE SHADOWS trailer, GREEN ARROW AND THE CANARIES spin-off officially dead at The CW, WAY OF X, Marvel’s newest Reign of X title, coming from Spurrier & Quinn, Comics Crowdfunding Round-Up: FIGHT-BUNNY, THE BEBOP and 3 more campaigns we love. Mr. Peanut lets go of a branch to save his friends from plummeting to their deaths. Most likely, it’s a publicity stunt that would be familiar to superhero comic fans, going back at least as far back as “The Death of Superman” in 1992. Mr. Peanut is back, but he had social media going nuts.. What happened: Planters ended its viral marketing campaign about Mr. Peanut’s death with a commercial during Super Bowl LIV with the funeral of the character. After Planters announced the tragic death of their beloved monocle and top hat-wearing peanut, tributes from other brands, celebrities and fans poured in for the fancy personified nut. (CNN Business) Mr. Peanut, the 104-year old mascot of the Planters snack food company, has died after sacrificing himself in what appears to be a traumatic road accident. Obviously, Planters couldn’t have planned it this way, but the contrast between sincere grief over a famed Monty Python member stood in stark contrast with the tongue-in-cheek mourning over a cartoon legume. Top Sidebar Boombox: 300 px wide x 250 px high, Large Sidebar Boombox: 300 px wide x 600 px high, All ads should be either jpgs or animated gifs. Planters Peanut Company was founded in 1906, in Wilkes-Barre, Pennsylvania, by Amedeo Obiciand was incorporated two years later as the Planters Nut and Chocolate Company. (Speaking of — Mr. Clean has a military vibe too, no? 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