A horde of celebrities is once again climbing Paramount Mountain for a starry Super Bowl spot promoting Paramount+. But this time, the mountain itself has a few words to share.
The ad features Sylvester Stallone, Dora the Explorer and Captain Pike of “Star Trek,” among others, as the streamer hopes to build on the momentum of the “Mountain of Entertainment” campaign that debuted during the 2021 Super Bowl.
“The campaign has been a huge driver to build awareness for Paramount+,” Domenic DiMeglio, executive VP and chief marketing officer for Paramount Streaming, told Ad Age. The streamer, which launched in 2021, featured a gaggle of famous faces including Patrick Stewart, RuPaul, Lucille Ball and SpongeBob Squarepants in its Super Bowl ad two years ago. An installment of the campaign starring Keegan-Michael Key in November was Paramount+’s “most successful film to date in terms of organic viewership and fan engagement,” said DiMeglio.