On Monday, Planters announced that it was pausing part of its “Death of Mr. Peanut” ad campaign out of respect for recently-deceased NBA legend Kobe Bryant. In a statement, the company said it would “evaluate next steps through a lens of sensitivity to those impacted by this tragedy.”

Ads on social media will be paused, but the company will move forward with it’s 30-second ad on Super Bowl Sunday. The ad depicts the Nutmobile veering off a cliff, Mr. Peanut falling to his death and the vehicle exploding. Kobe Bryant was killed in a helicopter crash on Sunday, along with his daughter Gianna and seven other people.

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