In a shocking move, Planters, the Kraft-Heinz-owned snack brand, has killed off its iconic mascot in a teaser for its Big Game spot. Mr. Peanut’s untimely demise began with a Nutmobile crash, followed by falling off a cliff and ending in an explosion. …

The spot, which will air during the third quarter of the Big Game on Feb. 2, was produced by VaynerMedia. Planters also has several promotions and activations to honor Mr. Peanut’s life, including commemorative pins for fans who spot the Nutmobile on the streets and a hashtag, #RIPeanut, for fans to share their sympathies.