Mr. Peanut goes for joyride to save A-Rod from eating kale chips

Dive Brief:

Planters unveiled its full 30-second Super Bowl ad starring former MLB star Alex Rodriguez (A-Rod) and actor Charlie Sheen, the company announced in a press release.
In the ad, produced with VaynerMedia, the brand's mascot Mr. Peanut takes the Planters Nutmobile for a wild ride as he races to save A-Rod from snacking on kale chips and offers Planters Deluxe Mixed Nuts instead. The spot is set to the soundtrack of Motley Crue's "Kickstart My Heart," as Mr. Peanut speeds past Charlie Sheen. The ad features the tagline, "always there in crunch time." Planters also released an unedited 45-second version of the commercial online.
On Super Bowl Sunday, Mr. Peanut will give away prizes during "pivotal crunch times in the game." Fans can follow @MrPeanut on Twitter for a chance to win prizes, including memorabilia signed by Rodriguez, a sold gold peanut or a weeklong chauffer service from Mr. Peanut in the Nutmobile.

Dive Insight:

Planters is embracing a few trendy elements for its first-ever Super Bowl ad in its more than 100-year history, as the brand strives to position itself as a more exciting alternative to kale chips — an increasingly popular snack for health-conscious consumers — and build awareness ahead of the big game when consumers are shopping for snacks and planning watch parties. The iconic Mr. Peanut and the Nutmobile have been successful marketing hooks for the brand in the past, as the mascot continues to resonate with consumers.

Celebrities routinely make cameos in Super Bowl ads, and Planters casting baseball star A-Rod and Hollywood actor Charlie Sheen aligns with that trend. Other snack brands are also tapping celebrities to star in their campaigns for the big game. Actress and singer Kristin Chenoweth is starring in Avocados from Mexico's Super Bowl spot, where she tries to teach three dogs how to bark the brand's jingle. Doritos' ad will feature a collaboration between musician Chance the Rapper and the Backstreet Boys.

Along with the celebrity appearances, Planters' energetic ad with Mr. Peanut taking the Nutmobile for a wild ride is reminiscent of a Hollywood film trailer. The brand also released a faux movie poster for "Crunch Time." Marketers are more often incorporating highly produced video to attract attention and engage consumers. Taco Bell has embraced faux film trailers a few times to promote its limited-run Nacho Fries. Most recently, the fast food brand released "Retrieval," starring actor James Marsden as a father who investigates why Nacho Fries vanished and where they went.

Planters teased its Super Bowl debut earlier this month, saying the spot will show how far Mr. Peanut will go to satisfy his "salty snack nut cravings during crunch time." The commercial is set to air during the second quarter of the game.