In what can only been seen as peak late stage capitalism, Planters announced today on Twitter that their mascot Mr. Peanut has died in an act of heroic sacrifice. According to a pre-Super Bowl advertisement, the beloved monocled peanut passed while saving two friends from a terrifying car wreck.
According to a press release, the company will be broadcasting Mr. Peanut's funeral during the third quarter of the Super Bowl. Twitter users are reacting to this "news" with a mixture of grief, puns, memes and outrage. The outrage comes from people who think it's absolutely insane that advertising has stopped to the level of "killing" fictional characters before the most profitable advertising event in the country. We're inclined to agree, but some of these jokes (particularly the ones regarding peanut allergies) are too good for us to ignore.