The Roastmaster General is back, but this time Jeff Ross’ target isn’t a celebrity — it’s a “talking peanut with no pants.” That’s right, for its Big Game TV ad, Planters is putting Mr. Peanut in the line of fire and things are sure to get salty.
Since the teaser debuted on February 1, “Jeff Ross Gets Ready to Roast Mr. Peanut” has generated 83 million TV ad impressions with an estimated national spend of $740k. Cable networks are delivering the highest levels of impressions, with HGTV and Food Network — a natural fit for a snack brand — in the lead with nearly 13 million impressions each. The ad is currently the number two “top teaser” title in iSpot’s Super Bowl Ad Center.
iSpot’s survey-based Ace Creative Assessment examined consumer responses to the commercial and found that it engaged and held viewer Attention* and exceeded candy and snack industry norms for Likeability*, Information*, Change*, Desire* and Relevance*. iSpot’s analysis of viewer responses revealed that the top emotions sparked by the Planters teaser were Funny*, Nostalgic* and Surreal*.
Emotional Impact Chart for “Jeff Ross Gets Ready to Roast Mr. Peanut”
The unlikely duo is resonating with viewers: 28% of survey respondents said the characters were the single best thing about the ad. This sentiment is evident in the viewer verbatim comments gathered about the spot:
“I love this ad! What a clever idea! I usually associate Mr. Peanut and peanuts in general with my late grandparents, so to me it’s been a bit of a dying brand. This is such a cute way to update it and make it fun again for younger generations. And it was brilliant to get the roast master himself Jeff Ross on it!”
Female 21-35
“I found the joke of Jeff Ross roasting Mr. Peanut to be hilarious. Whoever came up with this ad is a funny person. Thank you for having me watch that :)”
Male 21-35
“I kind of like the famous actor in the ad and I love the talking peanut. I buy planters here and there and the ad made me think about the product for my next grocery shopping trip. I liked the dialogue and exchange between them. The last part wasn’t bad but it kind of seems like it’s copying M&M ads when the planters nut said “you aren’t going to eat me after the show are you?””
Male 36-49
Want more Super Bowl LVII ad insights ahead of the game? Visit iSpot’s Super Bowl 2023 Ad Center for a deeper look at some of the top 2023 teasers and emerging pre-game trends as well as real-time updates and analytics on Game Day.
Glossary:
- Attention: Measures the extent to which survey respondents find a video ad attention-grabbing.
- Likeability: Measures the extent to which survey respondents like a video ad.
- Information: Measures the extent to which survey respondents find a video ad informative.
- Change: Measures the extent to which survey respondents sensed the company is moving in a new direction.
- Desire: Measures the extent to which the ad generates/increases desire for the product/service in survey respondents’ eyes.
- Relevance: Measures the extent to which survey respondents can relate to an ad’s content.
- Funny, Nostalgic and Surreal are three of the 57 emotional metrics iSpot Ace Creative Assessment measures for every TV and video ad.