Taking their rapid-fire bickering and insults from the “Community” set backstage, comedic actors Joel McHale and Ken Jeong argue over the right way to eat mixed nuts in a new Planters commercial set to run in select cities during the Super Bowl.
The 30-second ad will air shortly before halftime in 30 of the largest U.S. markets. Planters' new owner, Hormel Foods, opted for the regional media buy rather than going all in, as former parent Kraft Heinz had done in some recent Super Bowls. Most recently, Planters generated buzz in 2020 when the company killed off its Mr. Peanut character ahead of the Big Game. Then, following the death of Kobe Bryant and others in a helicopter crash, the brand muted its approach. Planters' 2020 Super Bowl ad featured the funeral and “rebirth” of iconic mascot, and he aged throughout the year in various ads. Planters sat out the 2021 game.
While not a national in-game buy, this year’s ad still marks the highest-profile Planters campaign since Hormel Foods bought the brand from Kraft Heinz last year for $3.3 billion. This year's ad, like the 2020 one, comes from VaynerMedia.