Planters announced on Monday that it would “pause” its online ad campaign promoting the sudden death of its mascot, Mr. Peanut, following the passing of NBA legend Kobe Bryant, according to Fox News.

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Last week, the company—founded by Amedeo Obici in 1906—had social media buzzing when it released a video depicting the end of Mr. Peanut.

In the commercial, the brand icon sacrifices himself to rescue his friends, actors Wesley Snipes and Matt Walsh, who were dangling from a cracking branch after their car drove off a cliff. (The 104-year-old character was created by Antonio Gentile, a 13-year-old Italian American kid, as part of a contest in 1916.)

However, Planters will slow down the campaign given the national mourning over Bryant, who died in a fiery helicopter crash with his daughter, Gianna, and seven others on Sunday.

Related: The Beginning (and End) of Mr. Peanut

“We wanted you to know that we are saddened by this weekend’s news and Planters has paused campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy,” Planters said in a statement.

The follow-up to the commercial (below) was going to air during Super Bowl LIV on Feb. 2.