Planters’ local Super Bowl commercial stars Ken Jeong and Joel McHale

In a preview shared exclusively with Ad Age, Jeong encounters McHale backstage and is offended by seeing him eat the nuts by the handful “like some intermittent fasting squirrel.” McHale responds by insulting Jeong’s “tiny hands,” remarking that a cashew “looks like a banana,” as he holds one.

“When it comes to eating Planters Deluxe Mixed Nuts, we noticed people go about eating them one of two ways, either all together or they pick them out one at a time,” Jaynee Dykes, senior brand manager for Planters, said in an email to Ad Age. “We also know that Americans are more than happy to pick sides, so we decided [to] have fun with it and bring to life the all-important, nutty debate of how to eat your Planters Deluxe Mixed Nuts.

‘Intentional’ spending

The decision to run the ad regionally reflected Planters’ desire to be “intentional” with its ad spending, Dykes said. “We chose to focus on the top DMAs as well as key markets with our retailers and consumers.” 

So while New York, Los Angeles, Philadelphia and Miami, among other large metro areas, will witness the nutty debate, fans in San Diego, Denver and Seattle will not.