Mr. Peanut has died. He was 104.
The top hat-wearing legume's passing is part of a Super Bowl ad campaign, which was teased in a video of Mr. Peanut giving his life to save actors WesleySnipes and MattWalsh following a dramatic Nutmobile accident.
Mr. Peanut's funeral will air during the third quarter of the February 2nd game.
Apparently, people didn't like Mr. Peanut. Reactions to his death online were mostly positive.
As one Twitter user put it, "Mr. Peanut is in Hell. He spent decades as the smiling face of a company that sold the boiled and roasted corpses of his people as a snack."