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By Audrey Kemp | LA reporter

January 31, 2023 | 4 min read

Not even Mr. Peanut, and his ability to die and come back to life, is safe from the wrath of the “Roastmaster General” in Planters’ Super Bowl teaser spot.

Mr. Peanut, the beloved mascot of Planters Dry Roasted Peanuts, will be double-roasted during Super Bowl LVII by the “Roastmaster General” himself, Jeff Ross, according to a new teaser spot released today.

In the teaser, Ross appears extra salty, alluding to what fans can expect during the big game crackdown. ”Nice outfit. Where are you going, tap dancing in 1924?” he asks Mr. Peanut. The campaign marks Mr. Peanut’s first return to the big game since his dramatic death and rebirth as ’Baby Nut’ in 2020.

“When Mr. Peanut called and told me he wanted to be roasted, I almost dropped the phone because I thought he died two years ago,“ Ross said in a statement.

“Not only is [he] an American legend but he’s got me through some tough times personally, like when I was lonely at the bar or stuck in traffic ... so honoring him the only way I know how seemed like a fun idea. You’ll have to tune in to see if Mr. Peanut can take the jokes or if he finally cracks.”

The full in-game spot will air during the third quarter of Super Bowl LVII. For all Super Bowl LVII ad coverage, check out The Drum’s ongoing scoreboard here.


Agency: VaynerMedia

Live Action: Caviar, Los Angeles

Post: Eva Nosidam, New York

VFX: Mathematic Paris & Los Angeles

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