"We are saddened by this weekend's news, and Planters has paused all campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy," Planters said in a statement.
Last week, Planters killed off their beloved mascot Mr. Peanut in a viral pre-Super Bowl commercial. Mr. Peanut sacrificed himself to save actors Matt Walsh and Wesley Snipes after they were ejected from the Nutmobile and left dangling precariously over a cliff. They were clinging to a branch, but when Mr. Peanut realized it could not support their combined weight, he let go, falling to his death.
Planters said they are still planning to air a funeral for Mr. Peanut during a commercial in the third quarter of Super Bowl LIV.
"No change has been made to our plans for Super Bowl Sunday," a company spokesperson said.
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