November 23, 2022
Paramount+ on Nov. 24 will mount another branding campaign during the NFL Thanksgiving game.
The third iteration of the Paramount+ Mount Paramount brand campaign, “A Mountain of Entertainment,” will feature a spot inspired by the Comedy Central “Key & Peele” substitute teacher character Mr. Garvey. In the 1 minute promo, Mr. Garvey, played by Keegan-Michael Key, finds himself teaching mountain survival skills to a mix of characters from across Paramount+ titles and properties, including Dora (“Dora the Explorer”), Blue (“Blue’s Clues”), Rubble (“PAW Patrol”), Bumblebee (“Transformers”), Nate (“Big Nate”), Clawdeen Wolf (“Monster High The Movie”), Peppa Pig (“Peppa Pig”), Murf (“Star Trek: Prodigy”), Marsai Martin (“Fantasy Football”), Blaze (‘Blaze and The Monster Machines”) and more. Sylvester Stallone (“Tulsa King”) also lends his voice to the spot.
The Survival School spot, created by agency partner Droga5, will serve as the first in a three-spot ad campaign, which will feature a mix of returning mountaineers and a new crew to scale Paramount Mountain.
The first installment of the campaign, which premiered nearly two years ago during the Super Bowl for the launch of the streaming service, featured 30 stars from film, TV, sports and news series coming together to climb Mount Paramount. The second spot, a year later, continued the journey during the AFC Championship game.
The campaign will also include strategic platform partnerships, creative digital placements across owned channels and an out of home presence.