Planters kills off Mr. Peanut for a Super Bowl ad, and people are thrilled

"Mr. Peanut" has "died," according to the Planters mascot's official Twitter account. 

The sentient legume's demise is part of a Super Bowl ad campaign, according to AdAge, which began with a video of Mr. Peanut sacrificing himself to save his friends Wesley Snipes and Matt Walsh in the wake of a harrowing Nutmobile accident.

His funeral will reportedly air during the third quarter of the game. 

On Twitter, reactions to the nut's death were, unfortunately, mostly positive. The official platform of brain worms has never handled weird brand tweets particularly well — people tend to either play gleefully into the brand's strategy or get way meaner than a probably-beleaguered social media manager deserves — but Mr. Peanut is already divisive.  Read more...

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