Super Bowl Commercials 2021: New Company Joins List That Won't Air Ads 02/01/21 AT 12:35 PM Head coach Jim Harbaugh and Mr. Peanut interact with shoppers during Planters 'Shout For Nuts' in Culver City, California. Photo: Michael Kovac/Getty Images for Planters Instead of running an ad for Super Bowl LV, snack maker Planters will be using the $5 million for the commercial to give back to those affected by the coronavirus pandemic and connect with fans. On Monday, The Kraft Heinz Company announced the plan for Planters and Mr. Peanut to reward acts of kindness across the country. The move comes after the company came across charitable acts throughout the pandemic, including a couple who donated the catering of their canceled wedding to provide Thanksgiving meals to others.