Super Bowl commercial killing off 'Mr Peanut' mascot cancelled after Kobe Bryant crash

It is unclear what the brand it going to do with its paid-for spots - which cost millions of dollars

A Super Bowl pre-game commercial in which the Planters brand mascot 'Mr Peanut' is killed off has been put on hold over fears it could be insensitive in the aftermath of Kobe Bryant’s death.

The advert - in which the anthropomorphic peanut shell falls to his death following a crash on a mountainside - had been trailed on YouTube and was to be aired before Sunday’s clash between the San Francisco 49ers, and the Kansas City Chiefs. It was to be followed by a third-quarter commercial showing his funeral.

But the airing of the 30-second spot, which shows the mascot being ejected from his ‘Nutmobile’ alongside actors Wesley Snipes and Matt Walsh, has now been put on hold, according to AdAge, following the helicopter crash in Calabasas, California, which killed Bryant, 41, his 13-year-old daughter Gianna, and seven others.

After being ejected from the vehicle, the commercial shows the trio holding onto a branch before the top hat and monocle-wearing peanut shell plummets to the ground and explodes alongside the vehicle.

It is unclear what the brand it going to do with its paid-for spots - which cost millions of dollars.

A Planters spokesman told AdAge: “We are saddened by this weekend’s news and 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.”

Last week, the company’s social media campaign intensified, with the addition of the #RIPeanut hashtag.

Campaign graphics for the now-aborted advertising push were still on the Planters website on Monday morning (Planters)

The firm’s marketing team reached out to brands and fans asking them to express their sympathies for the fictional character, and was widely regarded as one of the most successful ad campaigns ahead of the game.

The PR teams plans included sending out memorial candles featuring the character.

The Independent has contacted VaynerMedia, which is running Planters' campaign, for more information.