Samarth I Mr. Peanut, the iconic Planters mascot, makes his feature film debut in The Electric State, with a new ad campaign tying the character’s legacy to his role as a “war hero.”
Mr. Peanut, the anthropomorphic icon of Planters, is stepping out of the snack aisle and onto the silver screen in Netflix’s The Electric State, set to premiere on March 14. In this highly anticipated film, directed by Anthony and Joe Russo, Mr. Peanut takes on a pivotal role as the leader of robots in a post-war world following a failed robot uprising. Voiced by actor Woody Harrelson, Mr. Peanut’s character has evolved from a brand mascot to a symbol of peace and a “war hero” in the movie’s dystopian setting.
The film, based on the 2018 graphic novel of the same name, features Millie Bobby Brown and Chris Pratt alongside Harrelson. As the film’s narrative unfolds, Mr. Peanut’s role as a commanding figure in the aftermath of a robot rebellion emphasizes themes of leadership and resilience.
To mark the debut, Planters has launched a campaign, in collaboration with Netflix and agency BBDO MW, that brings Mr. Peanut’s cinematic role to life. The campaign features nostalgic TV spots that reimagine Mr. Peanut’s classic “Ahh, nuts” tagline in the context of the film. The ad, which blends old and new, shows the mascot commanding a robot army, culminating in the iconic phrase as a nod to the 1990s.
Ashley Krautkramer-Gonya, Planters’ senior brand manager, explains that the movie’s depiction of Mr. Peanut closely aligns with the brand’s long-standing identity: confident, approachable, and a leader of the people. The NutMobile, another brand staple, will also make an appearance in the film.
As Mr. Peanut transitions from mascot to movie hero, this campaign underscores the growing synergy between brands and entertainment, blending nostalgia with fresh narratives for a new audience.
