Cannes Lions

PLANTERS

SMUGGLER, Los Angeles / KRAFT / 2011

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The 94-year-old monocle-and-top-hat-wearing Mr. Peanut is sporting a new look and a star’s voice. After nearly a century selling Planters peanuts as a silent cartoon character, the icon has been revamped with stylish stop-motion and the voice of actor Robert Downey Jr. The first spot in a new campaign from that takes viewers to the Planters holiday party, where Mr. Peanut talks about what makes a successful holiday celebration. Trailed by a short, round, bow-tie-wearing peanut, apparently his butler, Mr. Peanut explains that all it takes are “classy snacks” and “to be a gracious host, no matter who shows up.” The exception to his rule we learn is Richard the nutcracker, who seems to have been the source of a crack on the back of Mr. Peanut’s head. Despite an attempted apology, Mr. Peanut rams his cane down his throat. There is no forgiving and forgetting for Mr. Peanut.

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