Last week the internet and social media were abuzz over a Planters ad campaign that depicted the monocled Mr. Peanut’s violent passing.
The commercial — which featured Wesley Snipes and Matt Walsh — showed the sometimes acerbic product mascot dying in a fiery car wreck.
That spot, set to air during the Super Bowl, was to be followed by a third-quarter commercial showing Mr. Peanut’s funeral.
Bryant died in a helicopter crash Sunday, en route from Burbank, Calif., to Thousand Oaks, Calif., for Gianna’s basketball game to be held at Bryant’s Mamba Sports Academy.
Out of respect for the tragedy, Planters put the brakes on its faux funeral.
“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 representatives said Monday in a statement.
According to AdAge, it remains “unclear how the brand would proceed with its marketing strategy leading up to and during the Super Bowl.”