In 2020 Mr. Peanut died and came back as Baby Nut. We spent 2020 aging him from Baby Nut to a 21 year old PJ to a 40 year old Bart and back to a 106 year old Mr. Peanut. Our way of reintroducing him to the world was for him to run off with the 5 million Planters would spend on a Super Bowl commercial and instead give it away to different people who had done what we called little acts of substance – stories you’d hear over the year of the neighbor going an extra mile or a family helping another in need. We ended up finding tons of people who were deserving of the money and client let us run the campaign. Below you will see our teaser of Mr. P’s return, launch video and a few of the people we gave the money away to. During game day we live tweeted to each of the other brands about their spots creating social banter around us not having one. Agency: Vaynermedia
Matt Carucci | Content Creator, Copywriter & Creative Strategist 