Planters pauses Super Bowl campaign centered on Mr. Peanut’s death following Kobe Bryant’s passing

Mr. Peanut's funeral was set to air in a 30-second spot during the Super Bowl

Planters has paused its Super Bowl campaign, which was centered around the death of the fictitious Mr. Peanut, after Kobe Bryant, his daughter, and seven others were killed in a helicopter crash.

“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,” Planters revealed in a statement.

The news comes after Planters killed off Mr. Peanut in a pregame ad called “Road Trip.” The 30-second spot sees Mr. Peanut getting ejected from his Nutmobile before before eventually plummeting to the ground and exploding. Starting last week, Planters intended to air the advertisement on television for the Super Bowl pregame spot, following up with Mr. Peanut’s funeral in a 30-second third quarter spot.

Now, after Bryant’s passing on Sunday, the brand has paused all of its advertising efforts.