{"id":19852,"date":"2020-01-22T19:22:00","date_gmt":"2020-01-23T00:22:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19852"},"modified":"2026-09-16T19:23:46","modified_gmt":"2026-09-16T23:23:46","slug":"ripeanut-mr-peanut-heroically-sacrifices-life-for-friends-before-super-bowl-liv","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ripeanut-mr-peanut-heroically-sacrifices-life-for-friends-before-super-bowl-liv\/19852\/","title":{"rendered":"RIPeanut: Mr. Peanut Heroically Sacrifices Life for Friends Before Super Bowl LIV"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is with the greatest sorrow that our PopIcon team reports Bartholomew Richard Fitzgerald-Smythe, also known as <a href=\"https:\/\/popicon.life\/design-evolution-mr-peanut\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mr. Peanut<\/a>, has passed away at 104-years-old.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It isn\u2019t often that a brand mascot has a heavily televised death in the media. Historically, when a character doesn\u2019t catch on with consumer the brand will phase it out quietly and replace it with a new face.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/01\/mrpeanutRIP.jpg\" alt=\"\" class=\"wp-image-11329\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The same cannot be said for Mr. Peanut, who has spent more than 100 years in the public eye as Planters\u2019 dapper legume. His shell has gone through a series of redesigns, grown a mustache for the <a href=\"https:\/\/popicon.life\/mr-peanut-and-jonathan-van-ness-shell-out-grooming-advice-to-support-movember\/\" target=\"_blank\" rel=\"noreferrer noopener\">Movember movement<\/a>, and even has a <a href=\"https:\/\/popicon.life\/mr-peanut-debuts-first-ever-line-of-pumped-up-kicks\/\" target=\"_blank\" rel=\"noreferrer noopener\">sneaker line<\/a>.<\/p>\n\n\n\n<h3 id=\"h-how-did-mr-peanut-pass-away\" class=\"wp-block-heading\"><strong>How Did Mr. Peanut Pass Away?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Given his age and physique, one might think Mr. Peanut is perpetually a sudden shell crack away from losing it all. However, this is not the case.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Road Trip | Planters | 2020 Big Game Commercial\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/6UIKq9u6xUM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mr. Peanut, in a new teaser spot from VaynerMedia for Super Bowl LIV, was driving down a winding highway with his pals <a href=\"https:\/\/popicon.life\/first-look-mr-peanut-returns-for-planters-super-bowl-liv-spot\/\" target=\"_blank\" rel=\"noreferrer noopener\">Matt Walsh<\/a> and Wesley Snipes. They were singing along and snacking on mixed nuts when suddenly an animal on the road derailed the NUTmobile. Mr. Peanut swerved and the NUTmobile went flying off the side of a cliff.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/01\/mr_peanut.png\" alt=\"\" class=\"wp-image-11325\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The trio leapt out the NUTmobile\u2019s back hatch door, managing to catch a tree branch on the side of the cliff. The branch began to break as the three dangled in the air. It can\u2019t support everyone\u2019s weight. Somebody has to let go.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mr. Peanut, dangling from the branch with his signature cane, glanced down at the drop below. It was a drop that could kill his friends and certainly crack him up entirely. But, our fearless legume knew what he had to do. He would do anything for his friends, and this was the greatest #CrunchTime moment of all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite pleas from Walsh and Snipes, Mr. Peanut tipped his hat farewell and let go of the branch to fall to his demise. He landed with a \u201cplop!\u201d onto his NUTmobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMaybe he\u2019ll be alright,\u201d Snipes said, with a hint of hope in his voice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seconds later, the NUTmobile burst into flames.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMaybe not,\u201d Snipes deadpanned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The commercial ends with an \u201cIn Memoriam\u201d to Mr. Peanut from 1916 to 2020.<\/p>\n\n\n\n<h3 id=\"h-mr-peanut-s-upcoming-funeral-service\" class=\"wp-block-heading\"><strong>Mr. Peanut\u2019s Upcoming Funeral Service<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Mr. Peanut\u2019s social media platforms have all been rewritten to reflect \u201cThe Estate of Mr. Peanut.\u201d The funeral will be broadcast live during the third quarter of the Super Bowl game on Sunday February 2, 2020.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fans of the iconic legume may pay tribute to his life and times through several celebratory ways. If you see a <a href=\"https:\/\/plantersnutmobile.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">NUTmobile<\/a> roaming throughout the United States before Super Bowl Sunday, you will receive a commemorative pin of Mr. Peanut\u2019s life. Use the hashtag #RIPeanut on social media to share your favorite Mr. P memories over the decades. You can also visit <a href=\"https:\/\/twitter.com\/MrPeanut\" target=\"_blank\" rel=\"noreferrer noopener\">Mr. Peanut\u2019s Twitter handle<\/a> to see how other fellow brand mascots, like <a href=\"https:\/\/twitter.com\/RealMrClean\/status\/1220013258473725956\" target=\"_blank\" rel=\"noreferrer noopener\">Mr. Clean<\/a>, are paying tribute to the icon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How does your esteemed writer feel about this news? It\u2019s certainly crushing, but\u2026 I believe life will find a way with Mr. Peanut. He can\u2019t be gone yet. The world would just not be the same without him.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor It is with the greatest sorrow that our PopIcon team reports Bartholomew Richard Fitzgerald-Smythe, also known as Mr. Peanut, has passed away at 104-years-old. It isn\u2019t often [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RIPeanut: Mr. Peanut Heroically Sacrifices Life for Friends Before Super Bowl LIV | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/ripeanut-mr-peanut-heroically-sacrifices-life-for-friends-before-super-bowl-liv\/19852\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RIPeanut: Mr. Peanut Heroically Sacrifices Life for Friends Before Super Bowl LIV\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor It is with the greatest sorrow that our PopIcon team reports Bartholomew Richard Fitzgerald-Smythe, also known as Mr. Peanut, has passed away at 104-years-old. 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