A Mr. Peanut roast. It’s witty and wonderful. It’s also a very clever play on the product. Add the “Roastmaster General”, Jeff Ross, and 30-seconds of very sharp repartee, and you have a winning Super Bowl ad by VaynerMedia. But this winning ad is only the Super Bowl teaser. Can’t wait to see what comes next. (And isn’t that the whole idea of teaser?)

A brilliant choice of protagonists for Mr. Peanut ties the idea with a lovely bow. Ross has made countless appearances at celebrity roasts at the New York Friars Club through his career as well as starring on Comedy Central Roasts, taking on celebrities like Bruce Willis, Alec Baldwin and Justin Bieber. He has also appeared on Netflix’s Historical Roasts, in which he and others told jokes about major historical figures. Planters, made by Hormel Foods, intends to highlight the appeal of dry roasted peanuts as a snack, as well as highlight the various flavours its peanuts offer. “No one knows more about the art of roasting than the Planters brand, and there’s no legend more worthy of being roasted than Mr. Peanut,” stated Rafik Lawendy, head of marketing for Planters. “We hope our fans will enjoy delicious peanuts and a good laugh on game day.”

US fans can post their own roasting efforts at PlantersMadeToBeRoasted.com – with US$10,000 as an incentive for the best roast.