The company said it has put its #RIPeanut ad campaign on hold but will still run an ad during the Super Bowl.
Planters is suspending a Super Bowl ad campaign centered around the death of its iconic mascot Mr. Peanut out of respect for the families of Kobe Bryant and the eight other people who died Sunday in a helicopter crash.
Last week, Planters released an ad showing Mr. Peanut driving his Nutmobile off a cliff and then saving the lives of celebrity pals Wesley Snipes and Matt Walsh . The company also asked fans to pay their respects by using the hashtag #RIPeanut. While the overall campaign has now been suspended, Planters still plans to run a 30-second ad during the Super Bowl’s third quarter, according to Fox Business.
“We have a huge divide between what people deem appropriate,” Moore told HuffPost. “I would have pulled. It’s deeply unfortunate and completely circumstantial and it’s not related, but people also are just primed right now to find sensitivities.”
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