--- title: We Must Face This Announcement That Mr. Peanut Has 'Died' description: Mr. Peanut was murdered by ad execs for a Super Bowl 2020 commercial. canonical: https://time.com/5769695/mr-peanut-twitter/ author: Melissa Locker article:opinion: false article:content_tier: free article:published_time: 2020-01-22T19:54:43.000Z article:modified_time: 2023-12-12T19:53:01.000Z og:title: Today We Must Face This Announcement That Mr. Peanut Has 'Died' og:description: Mr. Peanut was 'murdered' by ad execs og:url: https://time.com/5769695/mr-peanut-twitter/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt9c19c7ba77ea9caa/698a092c4ee262c836316f82/MrPeanut.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 og:image:width: 1024 og:image:height: 576 og:image:alt: 90th Annual Macy's Thanksgiving Day Parade og:type: article twitter:card: summary_large_image twitter:title: Today We Must Face This Announcement That Mr. Peanut Has 'Died' twitter:description: Mr. Peanut was 'murdered' by ad execs twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt9c19c7ba77ea9caa/698a092c4ee262c836316f82/MrPeanut.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 ---  # It Is With Heavy Hearts That We Must Face This Announcement That the Dapper Mr. Peanut Has 'Died' > Sponsored content. 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Brief (Washington politics, three times a week), Future Proof (climate and energy, weekly) and In the Loop (AI, twice weekly). All are free at time.com/newsletters and together reach more than 1.1 million engaged readers. #### Which TIME newsletter should I subscribe to? It depends on what you follow. For a daily briefing, The Brief. For health, Health Matters. For Washington politics, D.C. Brief. For AI and technology, In the Loop. For climate and energy as a business story, Future Proof. For culture recommendations, Worth Your Time. For how TIME's journalism gets made, Inside TIME. Readers can select any combination at time.com/newsletters. #### Are TIME's newsletters free? Yes. All seven TIME newsletters are free to join at time.com/newsletters. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes TIME's newsletters? TIME journalists write them. Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement. by [Melissa Locker](https://time.com/author/melissa-locker/) ## Melissa Locker Updated: Dec 12, 2023 7:53 PM UTCPublished: Jan 22, 2020 7:54 PM UTC  Mr. Peanut attends the 90th Annual Macy's Thanksgiving Day Parade on November 24, 2016 in New York City. Mr. Peanut attends the 90th Annual Macy's Thanksgiving Day Parade on November 24, 2016 in New York City.Getty Images by [Melissa Locker](https://time.com/author/melissa-locker/) ## Melissa Locker Updated: Dec 12, 2023 7:53 PM UTCPublished: Jan 22, 2020 7:54 PM UTC It is with heavy hearts that we must report that Mr. Peanut has passed away. Don’t worry, the death of the pants-less, top hat-wearing, anthropomorphic peanut was for a good cause—a [Super Bowl 2020](https://time.com/collection-post/4116116/top-10-powerful-ads/) ad. The aged peanut was killed off after 104 years of loyal service to the Planters corporation in an ad that was released in advance of the football game. While it would have made sense for the ambulatory nut to be roasted, boiled, assaulted (a salted, get it??) or even eaten, instead the creative minds at the VaynerMedia advertising agency had the brave legume sacrifice himself to save the lives of _Veep_ star Matt Walsh and _Blade_’s Wesley Snipes. It was a wrenching scene made even more so, thanks to the soundtrack of the Cutting Crew’s heartwrenching “(I Just) Died in Your Arms”. As a memorial to the iconic nut, ownership of the Mr. Peanut [Twitter account](https://twitter.com/mrpeanut) has been transferred to “The Estate of Mr. Peanut” and is filled with tributes to the fancy-dressed legume. > [](https://twitter.com/MrPeanut/status/1220013408180895745) Even other brands have paused in their own marketing schemes to pay tribute to the famous peanut: > [](https://twitter.com/MrPeanut/status/1220053319588204545) > [](https://twitter.com/BoJackHorseman/status/1220040097476698112) > [](https://twitter.com/Oreo/status/1220039499863986177) > [](https://twitter.com/MrPeanut/status/1220051202093789184) > [](https://twitter.com/saugatuckbrew/status/1220046326064390144) Last year, Mr. Peanut was flying cars with Charlie Sheen and Alex Rodriguez in Planters’ [Super Bowl ad](https://time.com/5515400/best-super-bowl-commercials-2019/). This year, he was murdered by some ad exec. It’s a tough life for a famous nut. While Mr. Peanut will not lie in state, fans mourning the loss of the world’s only nut to wear both spats and a monocle, can watch Mr. Peanut’s funeral, which will be broadcast live during the third quarter of [Super Bowl](https://time.com/3685708/super-bowl-ads-vw-the-force/) in the form of a Planters ad, naturally. Mr. Peanut’s demise is just the latest stunt to get people buzzing about [Super Bowl ads](https://time.com/4653281/super-bowl-ads-commercials-most-influential-time/). In years past, advertising agencies have had Britney Spears shill for Pepsi, invented the Budweiser frogs, hired Ridley Scott to direct, and gotten _Golden Girls_ star Betty White cast as football player in a Snickers commercial. And is Mr. Peanut’s death any more horrifying than KFC’s [fried chicken-scented bath bombs](https://time.com/5007964/kfc-fried-chicken-bath-bombs/)? > [](https://twitter.com/samthielman/status/1220046580004331522) > [](https://twitter.com/ItsMigdallTime/status/1220067174963908608) > [](https://twitter.com/MrPeanut/status/1220094341546479621) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5769695/mr-peanut-twitter/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5769695/mr-peanut-twitter/"},"headline":"It Is With Heavy Hearts That We Must Face This Announcement That the Dapper Mr. Peanut Has 'Died'","datePublished":"2020-01-22T19:54:43.000Z","dateModified":"2023-12-12T19:53:01.000Z","description":"Mr. Peanut was murdered by ad execs for a Super Bowl commercial","url":"https://time.com/5769695/mr-peanut-twitter/","keywords":["Newsfeed","viral","onetime","clickmonsters"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt9c19c7ba77ea9caa/698a092c4ee262c836316f82/MrPeanut.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Melissa Locker","jobTitle":"","url":"https://time.com/author/melissa-locker/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt9c19c7ba77ea9caa/698a092c4ee262c836316f82/MrPeanut.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"90th Annual Macy's Thanksgiving Day Parade","caption":"90th Annual Macy's Thanksgiving Day Parade","creditText":"Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/5769695/mr-peanut-twitter/","name":"It Is With Heavy Hearts That We Must Face This Announcement That the Dapper Mr. Peanut Has 'Died'"}}]}] ```