Kobe’s Death Causes Planters to Dial Back Its “Death of Mr. Peanut” Campaign

On Monday, Planters announced that it was pausing part of its “Death of Mr. Peanut” ad campaign out of respect for recently-deceased NBA legend Kobe Bryant. In a statement, the company said it would “evaluate next steps through a lens of sensitivity to those impacted by this tragedy.”

Ads on social media will be paused, but the company will move forward with it’s 30-second ad on Super Bowl Sunday. The ad depicts the Nutmobile veering off a cliff, Mr. Peanut falling to his death and the vehicle exploding. Kobe Bryant was killed in a helicopter crash on Sunday, along with his daughter Gianna and seven other people.