Roasting Mr. Peanut. It’s a wonderful idea that VaynerMedia has turned into a magnificent commercial for Planters, using (what appears to be a Super Bowl mandatory) celebrities in a way that stands out in the crowd. At the Super Bowl, standing out from the crowd matters. The crowd is noisy.
Following on from a very fun teaser, featuring “Roastmaster General”, Jeff Ross, the full Super Bowl commercial features a line-up of comedians, comics Natasha Leggero, Frank Castillo, Atsuko Okatsuka, Yamaneika Saunders, David Lucas and Sarah Tiana, delivering a barrage of humorous jibes.
The 30-second version of the commercial, Made to Be Roasted, will air during the third quarter of the Super Bowl. An extended spot will also stream on Sunday at PlantersMadeToBeRoasted.com. In the meantime, Planter’s has been invting roasts from fans on Twitter, Facebook, Instagram and TikTok, offering a US$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,” stated Rafik Lawendy, head of marketing for Planters. “While you entertain with delicious peanuts at your at-home viewing party, we’ll provide the nutty entertainment.”
Credits
Client: Kraft Heinz (Planters)
Head Of Marketing: Rafik Lawendy
Marketing Director: Patrick Horbas
Brand Manager: Robbie Koons
Creative Agency VaynerMedia
Chief Creative Officer: Rob Lenois
Creative Directors: Katherine O’Brien & Jackie Blaze
Associate Creative Directors: Alisha Vollkommer 7 Hannah Rand
Creatives: Danielle Waterman, Anthony Martinez, Austin Haden & Hannah Williams
Vice Presidents: Nick Miaritis & Connor Bryant
Chief Strategy Officer: Wanda Pogue
Director Of Integrated Production: Bruce Andreini
Agency Producer: Lauren Dinsdale
Account Directors: Ryan Martin & Morgan Mills
Account Executive: Lindsey Johnson
Business Affairs Manager: Jaymie Lipman
Project Manager: Tyler Schaper
Strategy Director: Tyler Landau
Strategists: Isabella Mangan & Christie Battista
Media Director: Harrison Blankenship
Production Company: Caviar
Executive Producers: Tova Dann, Michael Sagol & Kim Dellara
Head Of Production: Cat Craven-Griffiths
Line Producer: Michelle Currinder
Director Of Photography: Damian Acevedo
Production Designer: Maxwell Orgell
Post Production: Eva Nosidam
Executive Producer: Laura Shea
Producer: Dan Veet
Editors: Jeremiah Shuff & Laura Hoffenberg
Edit Assistant: Sydney Cannuscio
Coordinator: Jes Pappalardo
Colour Producer: Heath Raymond
Colourist: Fergus Mccall
Post Production VFX: Mathematic
Executive Producers: Rebecca Rice & Hadi Dahrouge
VFX Artists: Alan Portillo Moro & Spencer Patzman
VFX Supervisors: Bertrand Avril & Dan Karp
CG Supervisor: Arnaud Richir
Flame Artist: Fred Brandon
Animation Lead: Cyril Martin
Animation: Florent Gayot, Maxime Brochet, Jeremie Vidal Madjar & Christophe Mauceri
Lighting: Orlane Brouillet
Compositing: Gabriel Kerlidou, Charly Saujot & Laurent Launes
PR: ICF Next
