Mr. Planters Is Dead; Hallmark Channel Chief Exits: Thursday’s First Things First

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Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Latest Super Bowl News: Mr. Peanut Is Dead

Last year, Bud Light and HBO shocked Super Bowl viewers by killing off an iconic character, the Bud Knight. Not surprisingly, the Bud Knight lived to see another ad in a new campaign months later. For Super Bowl 54, Planters is going the same route. In a pregame spot revealed Wednesday, Mr. Peanut meets his tragic end at the ripe old age of 104. He sacrifices himself after the Nutmobile crashes, saving the lives of actors Matt Walsh and Wesley Snipes. His funeral will be the focus of the spot, which VaynerMedia is behind.

Watch: See how Mr. Peanut meets his demise.

More Super Bowl news:

To stay on top of all Super Bowl related news, bookmark our Super Bowl tracker, which is filling up quite quickly as we close in on the Big Game.

Hallmark Channel Chief Bill Abbott Exits Following Same-Sex Wedding Ad Controversy

One month after Hallmark pulled wedding planning brand Zola’s ads featuring a same-sex kiss, Bill Abbot, the Crown Media Family Networks president and CEO for 11 years is out. He oversaw the rise of one of cable TV’s most successful promotions: Hallmark’s Countdown to Christmas. The event’s ratings have more than doubled over the decade, propelling Hallmark to No. 1 among all cable networks in the fourth quarter among women 25-54 since 2016. And ad revenue for the franchise has tripled over that same period.

Read more: The network is still clearly feeling the heat as it canceled its TCA winter press tour event to avoid answering questions about the decision.

Gap CMO Alegra O’Hare Steps Down Less Than a Year After Appointment

After a tumultuous year that included tumbling stock prices, the departure of CEO Art Peck and an abandoned attempt to spin off Old Navy into its own separate company, Gap cut ties with CMO Alegra O’Hare. She took on the role in February 2019 after a decade of success at Adidas. While her time at Gap was short, she left her mark on the brand, creating campaigns centered around iconic Gap products like its  signature logo hoodie and classic jean styles.

Read more: Get a full rundown of everything that’s gone wrong at Gap over the past year.

Isaiah Mustafa and Old Spice Reunite 10 Years After ‘I’m on a Horse’

Old Spice brought back Isaiah Mustafa for its latest campaign…and got overshadowed on social media by the aforementioned death of a famous legume. The new spots feature Mustafa as his classic character, but this time around he plays the father of a high school boy who doesn’t share the same grooming habits as his father. Luckily for the father-son duo, Old Spice has a product for everyone in the ads.

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