January 31, 2022
Paramount+ kicked off a new ad campaign during the AFC championship game Jan. 30.
After launching the platform almost a year ago with a campaign during the Super Bowl that featured more than 30 stars coming together to climb “Mount Paramount,” Paramount+ is mounting a new iteration of the “Mountain of Entertainment” campaign, bringing together a mismatch of characters from across Paramount+ properties.
The first spot, “Bonfire” is a nod to the “Halo” series coming to Paramount+ later this year. It stars “iCarly’s” Miranda Cosgrove, “Halo’s” Pablo Schreiber, “The Good Fight’s” Audra McDonald and Christine Baranski, “Reno 911’s” Thomas Lennon, “South Park’s” Cartman, “Jackass’s” Johnny Knoxville, NFL superstars Matt Judon and Jalen Hurts, and others. The spot is hosted and also voiced over by Grammy Award winner Tim McGraw, who currently stars in the Paramount+ original series “1883.”
Running over approximately two months, the four-spot ad campaign will include ads during the Winter Olympics, March Madness, the NBA All Star Game, the Grammy Awards, “Good Morning America,” “American Idol,” “This Is Us,” “The Walking Dead” premiere, MLB opening night and other programs in the first quarter of 2022.
The program will also include strategic platform partnerships, digital placements across owned channels and an out-of-home presence.