ViacomCBS is using the Super Bowl to market the launch of its streaming service, Paramount+, in perhaps the biggest way possible—with celebrities scaling the Paramount mountain.
The ‘Journey to the Peak’ campaign, created by Droga5, is a showcase of ViacomCBS’ major properties, with the stars of Dora the Explorer, Star Trek: Discovery, and The Late Show with Stephen Colbert headlining an act performed with a voice over from Sir Patrick Stewart.
Alongside other well-known stars of properties set to showcase on Paramount+—like James Corden, Gayle King and Jeff Probst—which hits Australia in an international rollout in 2021, the cast climb what has to be the largest logo ever: Paramount mountain.
The climbing narrative unfolds across six spots, some of which began airing in the United States a few weeks ago during AFC Championship coverage. However, three further commercials ran in the first half of CBS’ big-game telecast, while the finale is said to be shown at halftime.
CBS also released a further cut to its ‘Ice Bridge’ spot that included the likes of Beavis and Butt-Head. You can check them out for yourself, below.
The massive campaign arrived ahead of CBS All Access’ international rebrand to Paramount+, which will see 10 All Access in Australia follow suit in 2021, where it will arrive in a massively competitive streaming space.
As a point of difference, Paramount+ will be the exclusive home of SHOWTIME premieres, including the hour-long drama First Ladies, starring and executive produced by Oscar, Emmy and Tony winner Viola Davis winner Viola Davis, who will play former first lady Michelle Obama.
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