The hottest Super Bowl ad trend? Not running an ad.

There’s a time and place for mourning an anthropomorphized legume, but the midst of a pandemic is not it.

This is the short way of telling you that there will be no second attempt to kill off Mr. Peanut this year, after the advertising logo initially died in a pregame Super Bowl ad in 2020. Planters originally intended for Mr. Peanut’s funeral to air during last year’s Super Bowl — as the dramatic precursor to his Lazarus moment, when he was resurrected as “Baby Nut” — but the company’s plans for the irreverent tribute were complicated by the death of Kobe Bryant.


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