Pluto TV Launching New Global Branding Campaign With Drew Barrymore
December 15, 2022
Pluto TV, Paramount’s ad-supported VOD platform, Dec. 15 launched a new global branding campaign starring Drew Barrymore on her daily talk show, “The Drew Barrymore Show,” produced by Paramount Television Studios.
The “Stream Now. Pay Never.” campaign features three commercial spots highlighting the streaming service’s non-subscription access to programming. The video spots officially launch Dec. 16 in the United States and will run across select Pluto TV international territories throughout the beginning of 2023.
“No one is better suited to represent the playful and spirited vibe of Pluto TV than Drew Barrymore,” Tom Ryan, CEO of Paramount Streaming and co-founder of Pluto TV, said in a statement. “Drew captures the essence of Pluto TV with her wit and charm in this new campaign.”
In October, Pluto TV first introduced the tagline “Stream Now. Pay Never.” that was supported by a campaign featuring “SpongeBob SquarePants,” “Star Trek: The Next Generation” and “CSI: Miami,” among others. The new tagline champions Pluto TV’s brand identity and positioning in the evolving streaming landscape where the category of free ad-supported streaming television (FAST) continues to see new entrants and increasing audiences worldwide.
The new campaign will be promoted across the company’s lineup of linear, streaming and digital properties. Following the debut, the campaign flight will continue through Q1 of 2023, with the global rollout launching in multiple markets, including the United Kingdom, Germany, The Nordics and others.
To kick off the creative campaign, on Dec. 15 Drew Barrymore premiered the commercial on her nationally syndicated daily talk show, “The Drew Barrymore Show,” with Pluto TV gifting everyone in the audience a free LG 50-inch smart TV.