Watch Mr. Peanut get roasted by comedians in Planters' Super Bowl ad

The spot, from VaynerMedia, is scheduled to air during the third quarter of the Big Game

Published On
Feb 08, 2023

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A lineup of comedians makes savage wisecracks at the expense of Mr. Peanut in “Made to Be Roasted,” the Super Bowl ad from the Hormel-owned nut brand.

The spot, from VaynerMedia, is scheduled to air during the third quarter of the Big Game.

“Roastmaster General” Jeff Ross, known for his work on the “Comedy Central Roast,” is joined by comics Natasha Leggero, Frank Castillo, Atsuko Okatsuka, Yamaneika Saunders, David Lucas, and Sarah Tiana, as they gleefully tear into the legume on the hot seat.

“Why are you dressed like it's five recessions ago?” Leggero asks Mr. Peanut. “I’ll make this quick,” Ross adds, “I know you’ve got some brownies to ruin.”

Given a chance to address his roasters, a shell-shocked Mr. Peanut summons his own cutting wit. “That was brutal,” he says. “I wish Planters had just killed me off again,” referring to a controversial 2020 campaign in which the brand “killed” the mascot in a Nutmobile crash, only to see him reborn weeks later in a Super Bowl ad. The buildup to that spot was paused after basketball legend Kobe Bryant was killed in a plane crash.

VaynerMedia was careful to craft funny lines that were also not offensive. The key is having a “big and diverse writing team” and “capturing multiple perspectives,” Katherine O’Brien, a group creative director at the agency, said during a panel discussion at Tuesday's Ad Age’s Super Bowl Playbook event.

O’Brien added that “you don’t want…a singular point of view that is going to be excluding others. You want to make people happy with your spot, you don’t want to hurt people.”

With more jokes than could fit in a 30-second spot, Planters will stream an extended version of the commercial Sunday at

The brand has been soliciting roasts from fans on Twitter, Facebook, Instagram and TikTok, offering a $10,000 prize for the joke judged most creative, unique and relevant to the brand.

“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,” Rafik Lawendy, head of marketing for Planters, said in a press release, “While you entertain with delicious peanuts at your at-home viewing party, we’ll provide the nutty entertainment.”


Feb 08, 2023
Client :
Agency :
Chief Creative Officer :
Rob Lenois
Nick Miaritis
Chief Strategy Officer :
Wanda Pogue
SVP Director of Integrated Production :
Bruce Andreini
Group Creative Director :
Katherine O'Brien
Group Creative Director :
Jackie Blaze
Senior Agency Producer :
Lauren Dinsdale
Connor Bryant
VP Group Account Director :
Ryan Martin
Account Director :
Morgan Mills
Senior Account Executive :
Lindsey Johnson
VP Director of Business Affairs :
Jaymie Lipman
Associate Creative Director :
Alisha Voll Kommer
Associate Creative Director :
Hannah Rand
Senior Creator :
Danielle Waterman
Creator :
Anthony Martinez
Creator :
Austin Haden
Creator :
Hannah Williams
Project Manager :
Tyler Schaper
Associate Strategy Director :
Tyler Landau
Senior Strategist :
Isabella Mangan
Post Content Strategist :
Christie Battista
Associate Director Media :
Harrison Blankenship
Manager Media :
Angelina Yang
Senior Analyst :
Keshav Basavapatna
Media Analyst :
Ryan Chiang
Media Analyst :
Stephanie Montas
Media Analyst :
Alyssa Sharpe
Production Coordinator :
Kayla Dixon
Head of Marketing :
Rafik Lawendy
Assistant Director of Marketing :
Patrick Horbas
Brand Manager :
Robbie Koons
Live Action :
Executive Producer :
Tova Dann
Executive Producer :
Michael Sagol
Executive Producer & Partner :
Kim Dellara
Head of Production :
Cat Craven-Griffiths
Line Producer :
Michelle Currinder
DP :
Damian Acevedo
Production Designer :
Maxwell Orgell
Post :
Eva Nosidam
Chief Production Officer :
Maya Brewster-Dorian
Executive Producer :
Laura Shea
Senior Producer :
Dan Veet
Senior Editor :
Jeremiah Shuff
Editor :
Laura Hoffenberg
Assistant Editor :
Sydney Cannuscio
Post Coordinator :
Jes Pappalardo
Color Producer :
Heath Raymond
Colorist :
Fergus McCall
Sound Audio Mix :
TJ Dumser
Audio Engineer :
TJ Dumser
Executive Producer :
Rebecca Rice
Executive Producer :
Hadi Dahrouge
VFX Producer :
Alan Portillo Moro
VFX Producer :
Spencer Patzman
VFX Supervisor :
Bertrand Avril
VFX Supervisor :
Dan Karp
CG Supervisor :
Arnaud Richir
Flame Artist :
Fred Brandon
Lead Animator :
Cyril Martin
Animator :
Florent Gayot
Animator :
Maxime Brochet
Animator :
Jeremie Vidal Madjar
Animator :
Christophe Mauceri
Look Development/Lighting :
Orlane Brouillet
Lead Matchmove :
Adrien Delecroix
MatchMove :
Eva Clerc
Lead Compositor :
Gabriel Kerlidou
Compositor :
Charly Saujot
Compositor :
Laurent Launes
Composer :
James Poyser
PR :
ICF Next
Media :

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