As we reported earlier Planters "paused" the death of Mr. Peanut campaign after Kobe Bryant's death, and the commercial we show in that article will no longer be aired during the pregame portion of Superbowl LIV 2020 as initially planned.
Instead, Planters will only air the funeral ad, called "Rebirth", up one quarter.
The change in media strategy is due to Kobe Bryant's sudden and tragic helicopter crash which killed nine people. They released a statement on Monday regarding the pause on using all paid and promoted media to show the "Road Trip" death of Mr Peanut ad: “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.”
Now they've have decided to move the funeral ad to the second quarter instead of the third quarter where it was initially scheduled. Planters is swapping spots with Heinz "four ads". The swap means that the Planters funeral commercial will now air before the planned trubute to Bryant set to air in the halftime show.
Planters is not the only advertisers who is rethinking their media plan and commercials, the Genisis ad with John Legend and Chrissy Teigen was sent back to post to have a helicopter removed from the beginning of the ad. We will update our collection accordingly after the Superbowl.