Mr. Peanut is dead — long live Mr. Peanut

Aw, nuts!

Mr. Peanut, the mascot of the Planters Peanut Co., is dead. He was 104.

The Planters’ mascot died a noble death: Sacrificing himself so that actors Matt Walsh and Wesley Snipes could live on.

We’re devastated to confirm that Mr. Peanut is gone. He died doing what he did best – having people’s backs when they needed him most. #RIPeanut pic.twitter.com/TLNPLzH5UE

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”

The whole thing, of course, is part of a major marketing scheme set up by the company, a part of Kraft Heinz. The ad is set to be continued during this year’s Super Bowl on Feb. 2.

In the pre-Super Bowl ad, released Wednesday, the legume is seen driving his NUTmobile with Walsh and Snipes in tow, all jamming quite merrily to Cutting Crew’s “I Just Died in Your Arms.” Hello, 1980s.

Their drive along a windy road in what looks to be the Grand Caynon is interrupted by an armadillo in the middle of the road. Mr. Peanut swerves to avoid hitting it, sending their ride plummeting below.

Mr. Peanut and his passengers hang onto a branch for dear life — only to have the branch crack under the trio’s weight. Instead of allowing all of them to die, Mr. Peanut decides to let go.

And if the fall didn’t kill him, it’s the explosion of the NUTmobile that seems to seal his deadly fate.

Lucky for them, Planters seems to be getting plenty of mileage out of the promo from their fellow brands.

The love (and respect) is real.

Our box is especially blue today. We always looked up to Mr. Peanut. In the snack aisle, and in life #RIPeanut. pic.twitter.com/uDo8YTh2Kz

— Kraft Macaroni & Cheese (@kraftmacncheese) January 22, 2020

A toast to you @MrPeanut #RIPMrPeanut pic.twitter.com/MRhsFYDnHn

— SKIPPY Peanut Butter (@Skippy) January 22, 2020

Our bond will never be replaced. #RIPeanut pic.twitter.com/2zTlgufF3g

— Heineken US (@Heineken_US) January 22, 2020

Hope you’re burning rubber on that great racetrack in the sky. #RIPeanut pic.twitter.com/S242fdu2Ya

— Toyota USA (@Toyota) January 22, 2020

You always taught us never to spread ourselves too thin. You were a legend. And legends never die. #RIPeanut

— Nutella (@NutellaUSA) January 23, 2020

We, too, would sacrifice it all for the nut #RIPeanut (a real one).

— SNICKERS (@SNICKERS) January 22, 2020

He’ll always bee in our hearts. ? #RIPeanut pic.twitter.com/Afg8nRn9N2

— Buzz The Bee (@buzzthebee) January 22, 2020

Pouring a Peanut Butter Shake out for the homie. #RIPeanut

— Sonic Drive-In (@sonicdrivein) January 22, 2020

RIP to a real one ? #RIPeanut pic.twitter.com/AqBsXMKmiH

— Nesquik (@Nesquik) January 22, 2020

Our hearts are feeling the burn today from the loss of our favorite nut man mascot @MrPeanut. #RIPeanut

— TUMS (@TUMSOfficial) January 22, 2020

To one of our biggest fans. We’ll miss you, @MrPeanut. #RIPeanut pic.twitter.com/N2iidmnvLM

— JTG Daugherty Racing (@JTGRacing) January 22, 2020

He may have been completely nuts, but he died a hero. #RIPeanut https://t.co/3wdxokAUHk

— Jeopardy! (@Jeopardy) January 22, 2020