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Consider Mr. Peanut a twice-roasted nut.

Planters and agency partner VaynerMedia brought out this generation’s roastmaster Jeffrey Ross and comedian/actress and author Natasha Leggero to shell the brand’s spokesnut with a few zingers. The 30-second spot, airing during the game’s third quarter, is just a snippet of a full comedy special that the brand has commissioned to stream on Feb. 12 at PlantersMadeToBeRoasted.com.   

“There are moments in a career where you get to work with your heroes,” said Leggero. “I was so honored to dig into his 106-year history of Mr. Peanut and get under his shell.”

From Ross accusing him of ruining generations of brownies to Leggero asking him “why are you dressed like it’s five recessions ago,” the recently revived mascot takes a surprising beating at the hands of his own marketing department. “I wish Planters had just killed me off again,” the legume quips at the end of the session.

Ross and Leggero get some help from fellow comics Frank Castillo, Atsuko Okatsuka, Yamaneika Saunders, David Lucas and Sarah Tiana. Planters, meanwhile, got a big assist from Facebook, TikTok, Twitter and Instagram users who participated in the brand’s Made to be Roasted Contest.

Fans have been roasting Mr. Peanut with jokes on social media since January under the hashtag #madetoberoastedcontest. They were then judged on their creativity, uniqueness and relevancy to the brand. One grand prize winner was awarded a $10,000 check for their efforts.

“To roast Mr. Peanut, we knew it required the scale and excitement of a proper roast, complete with a live band, hungry crowd and laugh-out-loud talent,” said Rafik Lawendy, Planters’ head of marketing.

CREDITS

Agency: VaynerMedia

Rob Lenois, Chief Creative Officer
Nick Miaritis, EVP
Wanda Pogue, Chief Strategy Officer
Bruce Andreini, SVP, Director of Integrated Production
Katherine O’Brien, Group Creative Director
Jackie Blaze, Group Creative Director
Lauren Dinsdale, Senior Agency Producer
Connor Bryant, SVP
Ryan Martin VP, Group Account Director
Morgan Mills, Account Director
Lindsey Johnson, Senior Account Executive
Jaymie Lipman, VP Director of Business Affairs
Alisha VollKommer, Associate Creative Director
Hannah Rand, Associate Creative Director
Danielle Waterman, Senior Creator
Anthony Martinez, Creator
Austin Haden, Creator
Hannah Williams, Creator
Tyler Schaper, Project Manager
Tyler Landau, Associate Strategy Director
Isabella Mangan, Senior Strategist
Christie Battista, Post Content Strategist
Harrison Blankenship, Associate Director, Media
Angelina Yang, Manager, Media
Keshav Basavapatna, Senior Analyst, Media
Ryan Chiang, Media Analyst
Stephanie Montas, Media Analyst
Alyssa Sharpe, Media Analyst
Kayla Dixon, Production Coordinator

Client: Planters

Rafik Lawendy Head of Marketing, Snack Nuts
Patrick Horbas Assistant Director of Marketing Planters
Robbie Koons Brand Manager Marketing Planters

Live action: Caviar, LA

Tova Dann, Executive Producer 
Michael Sagol, Executive Producer
Kim Dellara, Executive Producer + Partner
Cat Craven-Griffiths, Head of Production
Michelle Currinder, Line Producer
Damian Acevedo, DP
Maxwell Orgell, Production Designer

Post: EVA Nosidam, NY 

Maya Brewster-Dorian, Chief Production Officer
Laura Shea, Executive Producer
Dan Veet, Senior Producer
Jeremiah Shuff, Senior Editor
Laura Hoffenberg, Editor
Sydney Cannuscio, Assistant Editor
Jes Pappalardo, Post Coordinator
Heath Raymond, (Rare Medium) Color Producer
Fergus McCall, (Rare Medium) Colorist
TJ Dumser, Sound Audio Mix
TJ Dumser, Audio Engineer

VFX: Mathematic Paris & LA

Rebecca Rice, Executive Producer
Hadi Dahrouge, Executive Producer
Alan Portillo Moro, VFX Producer
Spencer Patzman, VFX Producer
Bertrand Avril, VFX Supervisor
Dan Karp, VFX Supervisor
Arnaud Richir, CG Supervisor
Fred Brandon, Flame Artist
Cyril Martin, Lead Animator
Florent Gayot, Animator
Maxime Brochet, Animator
Jeremie Vidal Madjar, Animator
Christophe Mauceri, Animator
Orlane Brouillet, Lookdev / Lighting
Adrien Delecroix, Lead Matchmove
Eva Clerc, Matchmove
Gabriel Kerlidou, Lead Compositor
Charly Saujot, Compositor
Laurent Launes, Compositor

Music

James Poyser, Composer

PR: ICF NEXT

Media: PHD