The Mr. Peanut Super Bowl commercial lit up Twitter, but it could still backfire
Companies, agencies, institutions, etc
Twitter
Kobe Bryant
The Washington Post
Budweiser
ServiceWith
Super Bowl
Harvard Business School
Planters’
M&M.
2018.)The
Planters' agency
VaynerMedia
Marvel
NBC UNIVERSAL
People
Peanut
Popeye
Gerald Zaltman
Wharton
Michael Platt
Danny Devito
AdAge
Mike Pierantozzi
Leslie Zane
Groups
No matching tags
Physical locations
Mars
Places
No matching tags
Locations
No matching tags
Events
a Super Bowl
the Super Bowl
Summary
For these ads to work, they can’t be gratuitous; they need to connect to the brand’s expertise and tell us meaningful things about the brand that we don’t know.Thus far the Mr. Peanut campaign does not tell us whether Planters’ peanuts are of higher quality or tastier than their competitors, or whether they’re sustainably grown. In fact, Planters is taking a bit of risk by connecting a legacy brand in need of revitalization with death — not exactly a positive association in the subconscious.Contrast that with one of the more successful Super Bowl ads I’ve seen in recent years, featuring Danny Devito as an M&M.
As said here by MSNBC