In the ad, Mr Peanut takes fans on a wild ride in the Planters Nutmobile, stopping at nothing to save Rodriguez from snacking on boring, disappointing kale chips. He is seen speeding through a crowded urban street to the tune of Motley Crue’s Kickstart My Heart, careening around a corner before jumping the legume-shaped vehicle over a construction site in slo-mo as the music changes to Ave Maria. Kick back to real speed and he whizzes by a bench, where Sheen looks up and says, “And people think I’m nuts…” At the last second, he screeches to a stop and runs into a house where Rodriguez is just about to munch on kale chips. Mr Peanut saves the day by throwing crunchy Planters Deluxe Mixed Nuts in front of him, proving that he always has his fans’ backs in ‘crunch time’.
The 30-second commercial will air during the second quarter of the Super Bowl.
“Some may think it's nuts for me to be in this amazing ad with Mr Peanut,” said Sheen. “Having been described as salty over the years, I’m genuinely thrilled to be in the mix.”
Added Luke Cole, director of marketing, snacks & desserts at Kraft Heinz. “As a 103-year-old nut, Mr Peanut has plenty of wisdom and life experience to help out his fans when they need him most. We hope fans of all ages will find something to love about Mr Peanut’s Super Bowl debut.”
In addition to appearing in his first Super Bowl ad, Mr Peanut will give away epic prizes during pivotal crunch time moments in the game. Fans are encouraged to follow @MrPeanut on Twitter for a chance to win prizes, from signed Rodriguez memorabilia, to an oversized solid gold peanut, to having Mr Peanut as your personal chauffeur in the NUTmobile for a week.
A teaser for the Super Bowl ad had Mr Peanut lobbing nuts into A-Rod's mouth.
See the spots by clicking on the Creative Works box below.