Mr. Peanut is back in the big game for a good ol’ roasting.
The triumphant return to the Super Bowl commercial lineup is a first since 2020, when Planters captured a large portion of a pre-Super Bowl commercial chatter after the monocled legume plunged to his demise in a teaser spot…only to enjoy a rebirth on advertising’s biggest stage as Baby Nut.
That ad placed 23rd in the Ad Meter ratings.
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This time around, the snack brand rolls up its comedy sleeves—with the help of comedian/Roastmaster General Jeff Ross—and introduces a time-honored tradition that’s been wrapped into one masterpiece of a pun.
Watch the first teaser:
Will Mr. Peanut crack?
According to Ross, fans will just have to wait and see.
“When MR. PEANUT® called and told me he wanted to be roasted, I almost dropped the phone because I thought he died two years ago. Not only is MR. PEANUT® an American legend but he’s got me through some tough times personally, like when I was lonely at the bar or stuck in traffic … so honoring him the only way I know how seemed like a fun idea,” said Ross in a statement released by Planters. “You’ll have to tune in to see if MR. PEANUT® can take the jokes or if he finally cracks.”
The mission won’t be left entirely to Ross’ punchlines, however, as Planters is also looking for crowd participation, welcoming fans to post their roast-worthy deliveries at PlantersMadeToBeRoasted.com.
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