ViacomCBS-owned streaming platform Paramount+ wants consumers to know that its “mountain of entertainment” is powered by General Motors’ technology, enlisting the American automaker for a unique co-branded ad campaign that follows the streamer's multi-part, star-studded Super Bowl blitz last month.
Sprinkled with both automotive and mountaineering lingo, the spots from ViacomCBS’ in-house creative team Velocity invite viewers to “Come with us on a journey to a place where discovery drives innovation.” The creative shows GM’s Ultium electric vehicle platform—a one-size-fits-all chassis able to accommodate a range of the company’s EVs—projecting holograms of Paramount+’s content library.
“A mountain of entertainment. This is peak streaming, powered by General Motors,” a narrator says over the streaming service’s snow-capped logo, which is followed by GM’s recently redesigned lettermark that was unveiled in January as part of the automaker’s largest branding overhaul in 56 years.
“We could not be more excited about this partnership with General Motors,” says David Lawenda, executive VP of digital sales and strategy at ViacomCBS. “It’s the first time ViacomCBS has ever partnered with a brand to create truly co-branded commercial,” and will allow both companies to “leverage vast content at scale,” he adds.