Planters turns ‘Ahhh, nuts’ into a positive in BBDO MW’s new ads

Director Harold Einstein crafts four :15s in which moments of frustration give way to satisfying snacking

Published On
Jan 16, 2024
A woman holding a tin of Planters nuts and lying on top of a vending machine

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Planters has launched a campaign that aims to turn the phrase “Ahhh, nuts” on its head.

What’s usually a cry of frustration becomes an exclamation of joy in four new 15-second spots from BBDO MW (the agency formed last year through the merger of BBDO Minneapolis and Martin Williams).

Harold Einstein directed the spots through production company Dummy. Each one takes a frustratingly negative moment and turns it into a positive, thanks to some timely Planters interventions.


“These ‘Ahhh Nuts’ pieces of creative provide moments of levity and positivity in a way that’s uniquely portrayed by the Planters brand,” said Patrick Horbas, director of marketing at the Hormel Foods brand. “We focused on emotion as well as our crave-worthy product in each piece to remind consumers that Planters nuts can bring joy to any moment.”

“This is one of those truly sticky ideas,” added Brock Davis, chief creative officer at BBDO MW. “After seeing this campaign, when you walk into a room and see Planters nuts on a table, there’s a good chance you’re going to smile and say ‘Ahhh, nuts.’”

The campaign will extend to audio ads, digital and social content at launch, with more executions coming over the next several months.


Jan 16, 2024
Client :
Agency :
President & CEO :
Neil White
Chief Creative Officer :
Brock Davis
VP Director of Strategy :
Casey Gilford
SVP Group Account Director :
Ali Siviter
Account Director :
Matt Doscher
Account Supervisor :
Eric VanderVorste
Creative Director :
Eric Hansen
Associate Creative Director :
David Valento
Art Director :
Bill Lee
Art Director :
Jake Carlsrud
Design Director :
Ian McAllister
Director of Project Management :
Jamie McKnight
Senior Project Manager :
Kearstin Richter
Executive Producer :
Peter McLarnan
Flare :
David Holmdahl
Flare :
Karen Hanson
Production Company :
Executive Producer :
Michael Kanter
Director :
Harold Einstein
Editorial :
Arcade Edit
Editor :
Sean Larange
Color :
Company 3
VFX & Finishing :
The Mill

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