The outpouring of grief around Kobe Bryant’s death this weekend may be powerful enough to affect advertising plans around the Super Bowl.
Kraft Heinz, the large consumer packaged goods company, said Monday it would tamp down an edgy Big Game campaign built around its Planters nuts. In teaser commercials that debuted last week, Mr. Peanut, the beloved and monocled spokes-nut for Planters, was believed to be killed off in a bid to gain attention for an ad slated to run in this Sunday’s Super Bowl. In the vignette, the anthropomorphic legume falls to his death to save actors Matt Walsh and Wesley Snipes. Fox will broadcast the game between the San Francisco 49ers and the Kansas City Chiefs.
The Bryant tragedy has made the advertiser cautious. “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,...
Kraft Heinz, the large consumer packaged goods company, said Monday it would tamp down an edgy Big Game campaign built around its Planters nuts. In teaser commercials that debuted last week, Mr. Peanut, the beloved and monocled spokes-nut for Planters, was believed to be killed off in a bid to gain attention for an ad slated to run in this Sunday’s Super Bowl. In the vignette, the anthropomorphic legume falls to his death to save actors Matt Walsh and Wesley Snipes. Fox will broadcast the game between the San Francisco 49ers and the Kansas City Chiefs.
The Bryant tragedy has made the advertiser cautious. “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,...
- 1/27/2020
- by Brian Steinberg
- Variety Film + TV
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