Just a week-and-a-half ago, Planters released a Big Game teaser that shocked the ad world by killing off its 104-year-old mascot, Mr. Peanut, in a fiery road trip mishap. The Super Bowl set-up ad was accompanied by #RIPMrPeanut social campaign that immediately took off on Twitter and inspired numerous hot takes on the monocled legume.
But then, a real celebrity—Kobe Bryant, along with eight others, including his daughter Gianna—died in a tragic accident that shook the world in a very real way. All of a sudden, the joke wasn’t so funny.
In response, Planters paused its pregame campaign on social media and other digital platforms. The brand did confirm, however, that it would run the Super Bowl spot as planned, which was said to be a funeral for the mascot.
Other brands also hastily altered plans: Genesis removed a parked helicopter from its already-released spot chastising “old luxury” and Hard Rock International cut scenes from its Michael Bay-directed ad that “could be perceived as insensitive.”
Toyota said that “out of sensitivity to recent news events, we made the decision to adjust our creative,” though the brand declined to say what specifically it had changed.
But how much are brands responsible for separating themselves from unforeseen current events, and at what point is this kind of last-minute backtracking overkill?
Take the temperature of the culture, and adjust accordingly
According to Mering chief creative officer Mark Taylor, these questions all exist in a grey area, but there are some general guidelines to identify. After a tragedy, “if a marketer has something eerily similar in its work, then I think it’s obvious that yes, you should adjust and change it.”
But there’s also “a point where it may start to go too far,” said Taylor. Genesis, he said, might’ve overcorrected. “I don’t think it would have hurt it to keep a stationary helicopter on the ground, just because it has nothing to do with it,” he added. “And I think people understand that.” Though he was also quick to point out that playing it safe doesn’t hurt, either.
For Snickers, on the other hand, it would’ve been a mistake to remove the helicopter, according to Taylor. In the candy brand’s #SnickersFixTheWorld spot, the culmination of the joke features a helicopter dropping a giant Snickers into a hole to feed an “out of sorts” world.
“[The helicopter] was such a key part of the concepts and frankly, had nothing to do with the tragedy,” said Taylor. “It just kind of depends on how close to home it gets.”
With Planters’ campaign, it does get a little closer to home, he said, which means the brand needs to “take the temperature of the culture as things happen and be ready to adjust.”
But even then, given that Planters ad revolves around a “cartoon peanut,” Taylor said he thinks it’s doubtful that viewers will overtly make the connection to the tragedy. But as the cloud of the tragedy will be certainly be hovering over the Super Bowl, which airs just a week later, any overt similarities would be noticeable.
Stay authentic, and consider your message
According to Alixandra Barasch, assistant professor of marketing at NYU, whether a brand is overcorrecting in their response depends on how the change affects the ad’s message.
“I think Genesis was smart,” said Barasch. “It wasn’t overcorrecting because the helicopter did not need to be in the ad, to begin with. It doesn’t change the point of the message.”
Hard Rock is a little more interesting, though, said Barasch. “It sounds like it was a big, stunt-based ad.” And if that’s the case, changing it could really tone down the “entire point of the ad.” If Hard Rock is trying to portray itself as an “extravagant place where you can be, and be seen, or crazy things happen,” it’s hard to know whether editing out the Michael Bay stunts that might remind viewers of a helicopter crash would allow the spot to retain its meaning.